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The Big Lie: or interpreting your global customer's inner life for profit, by Future Foundation
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"Future Foundation
is a trends and forecasting agency with global reach
has been operational for nearly twenty years
is completely independent of any other company or organization
beyond sharing general values, has no political opinions
partners and counsels more than two hundred corporate clients
runs its own data bank of opinion research findings, going back years
probes consumer opinion in twenty-eight countries on an annual basis
manages its own team of two hundred trendspotters across the globe
is committed to excellence in the visual and verbal presentation of ideas and intuitions
holds as its motto and its goal “Science Meets Creativity”
is in business to see its clients prosper through the ingenious application of enriched insight into the lives of consumers, citizens, people"
- Sales Rank: #1472292 in eBooks
- Published on: 2013-08-21
- Released on: 2013-08-21
- Format: Kindle eBook
Most helpful customer reviews
0 of 0 people found the following review helpful.
Punchy
By M Taylor
I’m not usually that keen on business books but a friend of mine lent me a copy of the Big Lie before I went on vacation and I read it on the plane as something different. I was pleasantly surprised. Unlike most books in the genre, the Big Lie stuck to a singe premise without digressing and delivered it concisely. This is a short and punchy book that I’d recommend anybody who deals with market research in their day-to-day life should read.
The writing is witty and accessible and explains the kind of mistakes that can happen when you don’t properly interpret market research and just look at it literally. Organizations spend vast amounts of money surveying and researching their customers but are often guilty of forgetting that research responses are affected by a huge range of factors outside the control of the project. Getting under the skin of this is the critical difference between doing some research for the sake of it and genuine customer insight. The Big Lie brings this to life with theory, data and some great examples and really made me think. Good stuff.
0 of 0 people found the following review helpful.
The truth of the matter
By F. Dow
The Big Lie is a highly meaningful and important study for our times. It addresses on a global scale, with highly local relevance, the profound contradictions that occur between what consumers say (and would like to believe) and what they actually do...the human duplexity as The Big Lie defines it
The basic truth is what people do matters, not what they say.
The Big Lie gets you to an understanding of how to anticipate and act on the truth of the matter.
Rick Dow
CMO BringMeTheNews
Chairman of the American Marketing Association
0 of 0 people found the following review helpful.
You can read betters.
By Laura Pasapera
You can consider read the whole book, only with the first part.
The whole book is a big comercial for the Autors and the Future Foundation company.
The proposition is good, but the only sustancial part is the first one.
There is more structured and concreted information in Branding Strategy Insider publications. In just a couple articles you can have the information considered in this book.
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