The ABCs of Market Research
From A to Z, this playful alphabet book turns market research into a story kids can enjoy and grown-ups will instantly recognize.
Each letter introduces a core concept of market research, from Audiences and Bias all the way to Z-Score. Along the way, young readers will meet Consumers and Respondents, discover Demographics and Ethnographies, and learn why a Likert Scale has nothing to do with lizards. With simple language, witty nods to the realities of Surveys, Group Interviews, and Questionnaires, it is a fast, fun read that doubles as a surprisingly sharp primer on how we understand what people think, want, and do.
Whether you are explaining Consumer Journey Mapping at bedtime, debating the merits of Net Promoter Score over breakfast, or just trying to make sense of an Outlier at the office, this book has something for everyone.
Perfect as a gift for market researchers, insights professionals, and anyone who has ever struggled to explain what they do for a living, this is an ABCs book with just enough truth to make you laugh.