Creating Market Insight

Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage? Creating Market Insight: Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market Describes the process through which data is translated first into information, and then knowledge Differentiates routine market knowledge from the true insight and details how firms turn insight into value Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms Creating Market Insight is written for managers who need to create value in the real world. I have no hesitation in saying buy this book. It will find a front and centre position on your bookshelf, with plenty of post-its marking pages that you will return to again and again. - Mark Irvine Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply to your business to create lasting market advantage. - Beverley Dipper A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution - Dag Larsson This book is a practical and accessible guide that provides helpful techniques to manage the 'noise' in the business environment and get to the salient information that helps us to make sense of our market and enables us as business leaders to make properly informed decisions. - Andrew Reeves