A bit on the wonky side and tailored for a niche audience but containing information useful to all.
Phillips, Barry, Gans, and Schardt present a guide to transforming and expanding market research to help build a company’s brand.
This business guide details the ways in which research can be used to better build and position a brand. Two of the authors are senior managers at PepsiCo, and two work with Zappi, the company PepsiCo partnered with to create Ada, a learning application that, per the book, transformed PepsiCo’s market research. The text outlines how PepsiCo Insights, the company’s research and marketing arm, affects the larger organization, offering nuggets along the way that can apply to any company looking to become more consumer-centric. The authors cover the history of consumer and marketing data, including the early days of surveys and focus groups, to more modern methods of collecting data online. Chapters include information on making market research more agile, finding the right platform (like PepsiCo’s Ada), gathering buy-ins from other people, and using AI in market research. (“AI will disrupt every phase of the research process,” the authors write.) Each of these topics is explored thoroughly, often through case studies from PepsiCo; in fact, the book often reads like an advertisement for the platform that PepsiCo and Zappi developed. (“To date, the platform has generated over 6,000 research products … and over $100 million in savings and improvements,” readers learn.) Still, there is useful information here. Chapters end with key takeaways and even more helpful action points (for example, build bridges across your organization, map out how your business uses market research right now, and work closely with IT). Though the guide reads like a textbook and can stray into the weeds with its diagrams, charts, and footnotes, there are portions that could appeal to anyone—for instance, the extremely useful final chapter (“The Bluffer’s Guide to Tech Terms”) provides a list of definitions for terms such as algorithm, augmented reality, blockchain, and user interface. Any reader can benefit from this information; heavy-duty researchers will appreciate the rest.
A bit on the wonky side and tailored for a niche audience but containing information useful to all.Pub Date: Sept. 16, 2024
ISBN: 9781781338698
Page Count: 208
Publisher: Rethink Press
Review Posted Online: Sept. 5, 2024
Review Program: Kirkus Indie
BOOK REVIEW
BOOK REVIEW
Cogent, well-timed ideas for meeting today’s biggest challenges.
Helping liberals get out of their own way.
Klein, a New York Times columnist, and Thompson, an Atlantic staffer, lean to the left, but they aren’t interrogating the usual suspects. Aware that many conservatives have no interest in their opinions, the authors target their own side’s “pathologies.” Why do red states greenlight the kind of renewable energy projects that often languish in blue states? Why does liberal California have the nation’s most severe homelessness and housing affordability crises? One big reason: Liberal leadership has ensnared itself in a web of well-intentioned yet often onerous “goals, standards, and rules.” This “procedural kludge,” partially shaped by lawyers who pioneered a “democracy by lawsuit” strategy in the 1960s, threatens to stymie key breakthroughs. Consider the anti-pollution laws passed after World War II. In the decades since, homeowners’ groups in liberal locales have cited such statutes in lawsuits meant to stop new affordable housing. Today, these laws “block the clean energy projects” required to tackle climate change. Nuclear energy is “inarguably safer” than the fossil fuel variety, but because Washington doesn’t always “properly weigh risk,” it almost never builds new reactors. Meanwhile, technologies that may cure disease or slash the carbon footprint of cement production benefit from government support, but too often the grant process “rewards caution and punishes outsider thinking.” The authors call this style of governing “everything-bagel liberalism,” so named because of its many government mandates. Instead, they envision “a politics of abundance” that would remake travel, work, and health. This won’t happen without “changing the processes that make building and inventing so hard.” It’s time, then, to scrutinize everything from municipal zoning regulations to the paperwork requirements for scientists getting federal funding. The authors’ debut as a duo is very smart and eminently useful.
Cogent, well-timed ideas for meeting today’s biggest challenges.Pub Date: March 18, 2025
ISBN: 9781668023488
Page Count: 320
Publisher: Avid Reader Press
Review Posted Online: Jan. 16, 2025
Kirkus Reviews Issue: Feb. 15, 2025
BOOK REVIEW
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...
A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.
The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.
Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.Pub Date: Nov. 1, 2011
ISBN: 978-0-374-27563-1
Page Count: 512
Publisher: Farrar, Straus and Giroux
Review Posted Online: Sept. 3, 2011
Kirkus Reviews Issue: Sept. 15, 2011
BOOK REVIEW
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