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Change Ahead: How Research and Design are Transforming Business Strategy Paperback – 12 Oct 2015
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"This is a very timely and helpful book. It arrives at a point when researchers are looking to demonstrate that they are now more flexible, holistic and creative in the way they understand people's needs, and at a point when designers are looking to the customer insight industry for true revelations that can drive great design ideas. The book holds up a mirror to the research and design process and provides the reader with a mental model for going forward to combine the skills of the researcher and designer in driving fantastic design and innovation ideas."
- Dr David Smith
Director, DVL Smith
And ESOMAR Vice President
- Costas Markides
Professor of Strategy and Entrepreneurship
Holder of the Robert Bauman Chair of
London Business School "With the changing landscape of problem solving, where a multidisciplinary and multifaceted approach becomes ever more relevant, Change Ahead sets you on the right course towards growing a meaningful business that is actually able to tackle current challenges. At MediaLAB Amsterdam we teach multidisciplinary teams how research, design, and business strategy are interrelated and most of all, in need of each other to create true impact. Change Ahead could easily be our new manual and will be on our bookshelves, with a massive spotlight on it. Highly recommended!'
- Marco van Hout
Program and Design Research Lead
And Board member
Design and Emotion Society
From the Author
Carola Verschoor is the founder of GROH! (www.groh-innovation.com) She is an innovator, growth agent, brand builder, creative doer, marketing strategist and foodie. Her natural habitat is where innovation, marketing and design intersect. Carola loves challenges and believes that growth is achieved through a healthy mix of creativity, daring to believe in new possibilities, business-sense and a passion for making things work. In her practice at GROH! she supports clients in getting through the "Grrrr" of change and into the "Ooohhh!" of suprising, creative results to business problems. Carola has worked for over 20 years for and with some of the world's largest branded goods companies, including: Kraft Foods, The Coca-Cola Company, Danone, Ahold, Spadel, Sara Lee, FrieslandCampina, DSM, Philips and KPN among others. She resides in The Netherlands with her husband and children.See all Product description
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Most helpful customer reviews on Amazon.com
Amazon.com: 1 reviews
Great perspective into the future of behavioral research and design
10 January 2016 - Published on Amazon.com
2 people found this helpful.
I read this book over the holidays and can tell you it is one of the best behavioral research and design books I have read. Carola makes a strong case for a codependent marketing research and design industry. If you want to see the future of the marketing research and design - buy this book.