"Brian Smith and Paul Raspin demonstrate a thorough and pragmaticapproach to creating and applying sound market insight. Usingnumerous practical examples, learning points and provocativetakeaways, they build on established strategic marketing principlesto give you actionable knowledge you can apply your business tocreate lasting market advantage."
Beverley Dipper, Market Insight Manager, Microsoft UKLtd
"I have no hesitation in saying buy this book. It will find afront and centre position in your bookshelf, with plenty ofpost-its marking pages that you will return to again andagain."
Mark Irvine, Strategy Manager, De Beers Diamond TradingCompany
"A readable and well-founded description of how to generateactionable customer insight and follow it through with passionateand consistent execution"
Dag Larsson Global Brand Insight Director,AstraZeneca
Creating Market Insight addresses the keystrategic issue facing any company: How do we make sense of ourmarket and find those precious nuggets of knowledge that lead toreal competitive advantage?
Creating Market Insight:
* Explains how firms tailor their market scanning behaviour towork well in the special conditions of their market
* Describes the process through which data is translated firstinto information, and then knowledge
* Differentiates routine market knowledge from true insight anddetails how firms turn insight into value
* Provides a detailed, step-by-step process that enables thereader to emulate the success of insightful firms
Creating Market Insight is written for managers who needto need to create value in the real world.