Finding Insight: Discovering the Non-Obvious Obvious Connection to Why People Do What They Do

"If there is insight about insight, this book delivers on that promise. Part insights cookbook, case study analysis, and research compendium, this book was a refreshing read. Prepare to have your mind confronted, your practices challenged, and your sales growth supercharged. I'm glad I went along for the ride and hope to leverage these frameworks, tools, and hard-fought lessons in my own classroom and in my work with companies."-CHRISTINE MOORMAN, Founder, The CMO Survey and T. Austin Finch Sr. Professor of Business Administration, Fuqua School of Business, Duke University"Marketing does not deliver ROI unless it changes human behavior, yet behavior change remains one of the most challenging tasks for the modern marketer. Behavior change requires deep human truth or real insight into why beliefs and behaviors exist. The authors of Finding Insight graciously suggests you don't need to read every page. I strongly suggest you read every word lest you find yourself settling for less than real insight and something far less than actual ROI."-DARYL TRAVIS, CEO, Brandtrust"Insights is one of the most difficult topics to teach, and for many, difficult to even define. Mitch and Melinda have done a masterful job in demystifying this important topic and providing practical steps to find the insights that help your firm to create more value."-KEVIN McTIGUE, clinical professor of Marketing, Kellogg School of Management"In my healthcare marketing career, I had the privilege of working directly with Mitch and Melinda. In reading Finding Insight, I am delighted by the way it captures the depth of their experience. Each chapter tells a story and shares a practical example. It reminds us and points out the importance of being curious, of listening, of learning and applying, thereby linking a business to its culture, its people and results. This is a valuable book. I will keep it close by!"-RICHARD D. PILNIK, chairman of the Board DiaMedica and past president of Quintiles Commercial Solutions"Finding Insight is a must-read for marketers and market research. The biggest challenge that marketers face is making sense of the data they have. Sure, graphs and charts make it easier to see the data, but they often keep you from seeing the gold hidden in the data-that is the insights. These insights are not lying out in plain sight. Getting to the insights takes being curious, noticing what seems different than expected, and figuring out what to do with those details. What Spaulding and Tull have done in Finding Insight is lay out this problem, share why it happens, and then provide concrete and practical tools for solving the problem. Why I really love this book is that this skill is really hard to teach. It's easy to teach people how to make graphs. It's hard to teach them how to connect dots, dig deeper (a phrase my students are likely tired of hearing from me), sit with the data, and then go explore more information to really understand what's going on here. It's way easier for them to just create charts. I wish that I'd had Finding Insight for my students over the past twenty years. In addition, the repartee between Spaulding and Tull is fun to read. They have great examples, some of which I use in every class I teach. The combined skill and experience of these authors comes through in every chapter. I recommend anyone in business, but especially marketers who truly want to understand their customers, should read Finding Insight, and then practice using the ideas!"-M. KIM SAXTON, clinical professor of Marketing, IU Kelley School of Business"Back in 2001, as I transitioned into my first marketing leadership