The insights industry is in trouble. It’s not growing, despite an explosion of information, decreasing costs and an increase in the need for informed decision making. And it still does not have real influence in the boardroom.
The book is fueled by interviews with insights professionals, marketers and strategists from around the world, including people from organizations like Coca-Cola, Discovery Channel, Estée Lauder, ESOMAR, Facebook, Intel, Pfizer, PwC, Sunovion, Telstra, Twitter, Virgin Australia, U.S. Bank, Visa, Warner Bros, and World Vision.
Andrew is a 30-year research veteran who has conducted an extensive amount of research on research, with a focus on the respondent experience, survey simplification and sample quality. He has published numerous peer-reviewed journal articles and book chapters in the areas of sociology, research methods and medicine, and has been quoted in many publications, including The Economist.