Review
"...central to ensuring that you are targeting the right markets...comprehensive and full of carefully selected case studies" (Marketer, March 2009)
Product Description
Beverley Dipper, Market Insight Manager, Microsoft UK Ltd
"I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post–its marking pages that you will return to again and again."
Mark Irvine, Strategy Manager, De Beers Diamond Trading Company
"A readable and well–founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution"
Dag Larsson Global Brand Insight Director, AstraZeneca
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 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 need to create value in the real world.
From the Author
Our intention was to write a book that would be useful to senior commercial people, such as sales, marketing and business development, and those that support them, such as market research or business information people. In particular, we've tried to combine substance with style. The book is solidly based on our research, but we've written it for busy people with lots of summaries and take aways.
The major value in the book comes from four areas:
It will help you understand how you currently make sense of the market and how you can improve.
It will make clear what market insight is and help you to differentiate it from all the other data, information and knowledge you have.
It will show you a clear process for getting from data to insight.
It will show you how firms act on insight effectively.
If you have any questions about the book, then I'd be glad to answer them. brian.smith@pragmedic.com.
From the Inside Flap
Using examples from every sector and firms such as Sky, Zurich, Cisco, Google, Nintendo, Tesco, Toyota, Yahoo and many others, the authors lead the reader through the methods great firms use to gain market insight and create competitive advantage. Creating Market Insight enables practising mangers to understand what market insight is, how to create it and how to use it.
From the Back Cover
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
About the Author
Dr Paul Raspin specializes in working with executive and senior management teams to analyze business environments and develop effective business strategies. He is an active researcher and author in the field of strategic management. As a Director of Stratevolve, a niche strategy consultancy, he has consulted extensively in Europe and the US on developing competitive advantage.
