{"product_id":"do-penguins-eat-peaches-and-other-unexpected-ways-to-discover-what-your-customers-want-9781788604178","title":"Do Penguins Eat Peaches?: And other unexpected","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eWhy are customers so damn fickle? They say one thing, do the other. They change their minds. Give you false hopes. Keep you guessing. But without them there is no business.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eFinding out what your customers want needn't be potluck. \u003cem\u003eDo Penguins Eat Peaches?\u003c\/em\u003e demystifies big-business market research tools, tips and tricks for you, the smaller business. With smaller budgets. Smaller teams. Those of you who want to do right by your customers but need a little help with the how.\u003c\/p\u003e\u003cp\u003eFrom sending smart surveys and asking quality questions to desk research and the rise of social listening, this book teaches you how to discover what your customers want.\u003c\/p\u003e\u003cp\u003eKatie Tucker is an inspirational product leader with over twelve years’ experience leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a mentor, speaker and the pen behind the popular newsletter Jungle Juice.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIf you run a small business, are a freelancer, need to do any sort of marketing or customer research, then you NEED this book! \u003cstrong\u003e- LinkedIn\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eThis is a really great business book on a little discussed topic. It has an energetic prose style choc full of expertise, insights and mindset shifts. It’s a brilliant guide to creating a mutually rewarding relationship with the most important people in your business - your customers. \u003cstrong\u003e- Amazon\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eKatie Tucker's book is rammed with practical, unexpected ways to find out what your customers want. It's the kind of book you can turn to again and again. One for the small business book shelf! \u003cstrong\u003e- Amazon\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eAbsolutely loved this book. A refreshing, easy-to-understand guide to doing simple but effective market research...It’s written in an accessible (and often funny) style, and shows that you don’t need a big corporate budget or loads of time to find out what your audience really wants. Essential reading for small businesses and budding entrepreneurs. \u003cstrong\u003e- Amazon\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eThe book gives great tips on how to do market research – how to interview clients properly, for example – but also, crucially, \u003cem\u003ewhat to do\u003c\/em\u003e with the insight they give you. Honestly, I wish I’d had this book years ago. Go and buy it, I reckon you won’t regret it. \u003cstrong\u003e- LinkedIn\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003eIt's not just that this book is incredibly well written, but EVERY SINGLE PAGE has a golden nugget you can implement in your business...Katie makes what could be a dry subject really easy to understand, and provides tasks and ideas for you to start implementing straight away. \u003cstrong\u003e- Amazon\u003c\/strong\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of stretch tasks\u003c\/p\u003e\u003cp\u003ePreface\u003c\/p\u003e\u003cp\u003eJungle Juice\u003c\/p\u003e\u003cp\u003eForeword\u003c\/p\u003e\u003cp\u003eIntroduction\u003c\/p\u003e\u003cp\u003eWho is this book for?\u003c\/p\u003e\u003cp\u003eDemocratizing skills for smaller businesses\u003c\/p\u003e\u003cp\u003eWhat is market research and why do we need it?\u003c\/p\u003e\u003cp\u003eGood enough research\u003c\/p\u003e\u003cp\u003eHow well do you know your customers?\u003c\/p\u003e\u003cp\u003eMake small your superpower\u003c\/p\u003e\u003cp\u003eHow to read this book\u003c\/p\u003e\u003cp\u003eWhat you’ll learn\u003c\/p\u003e\u003cp\u003eWhy me?\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 1: I made the front page of The Sunday Times and failed, and seven ways market research will improve your business\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eYou are not your customer\u003c\/p\u003e\u003cp\u003eAssumptions kill dreams\u003c\/p\u003e\u003cp\u003eThe sunk cost fallacy\u003c\/p\u003e\u003cp\u003eKnowing your customer is a practice\u003c\/p\u003e\u003cp\u003eSeven ways market research will improve your business\u003c\/p\u003e\u003cp\u003eStretch task #1\u003c\/p\u003e\u003cp\u003eStretch task #2\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 2: Ego, excuses and the fear of failure: what’s holding you back?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eMarket research excuses\u003c\/p\u003e\u003cp\u003eFear of failure\u003c\/p\u003e\u003cp\u003eEgo\u003c\/p\u003e\u003cp\u003eStretch task #3\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 3: The explorer’s toolkit: curiosity, empathy and courage\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eCuriosity\u003c\/p\u003e\u003cp\u003eEmpathy\u003c\/p\u003e\u003cp\u003eCourage\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 4: I met Alcatraz prisoner 1259, talking to customers and how to just ask\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhat is a customer interview?\u003c\/p\u003e\u003cp\u003eWhen to use customer interviews?\u003c\/p\u003e\u003cp\u003eWhere to find people?\u003c\/p\u003e\u003cp\u003eStretch task #4\u003c\/p\u003e\u003cp\u003eHow to ask\u003c\/p\u003e\u003cp\u003eIncentives\u003c\/p\u003e\u003cp\u003eGetting over yourself\u003c\/p\u003e\u003cp\u003eCreating a discussion guide\u003c\/p\u003e\u003cp\u003eDuring the interview\u003c\/p\u003e\u003cp\u003eAfter the interview\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 5: The mother of all theories and there is such a thing as a stupid question\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eJobs to be done (JTBD) theory\u003c\/p\u003e\u003cp\u003eWhat are your customers trying to get done?\u003c\/p\u003e\u003cp\u003eFive golden rules for asking quality questions\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 6: The art and science of sensemaking\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhat is sensemaking?\u003c\/p\u003e\u003cp\u003eWhy do we need it?\u003c\/p\u003e\u003cp\u003eWhen to do it?\u003c\/p\u003e\u003cp\u003eWhat you need\u003c\/p\u003e\u003cp\u003eHow to do it\u003c\/p\u003e\u003cp\u003eOutliers\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 7: Stop sending shitty surveys\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhat is a survey?\u003c\/p\u003e\u003cp\u003eWhen should you use a survey?\u003c\/p\u003e\u003cp\u003eBuild surveys people fill in\u003c\/p\u003e\u003cp\u003eWork backwards\u003c\/p\u003e\u003cp\u003eMake something happen\u003c\/p\u003e\u003cp\u003eSample sizes and response rates\u003c\/p\u003e\u003cp\u003eWhich platforms to use?\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 8: Learn about customers in your pyjamas and how to win at desk research\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhat is desk research?\u003c\/p\u003e\u003cp\u003eWhere to look?\u003c\/p\u003e\u003cp\u003eKeeping one eye on the competition\u003c\/p\u003e\u003cp\u003eGet started\u003c\/p\u003e\u003cp\u003eStretch task #5\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 9: Can I pick my friend’s nose? And how to be a digital spy\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eBeing a digital spy\u003c\/p\u003e\u003cp\u003eWhere should you look?\u003c\/p\u003e\u003cp\u003eSearch listening tools\u003c\/p\u003e\u003cp\u003eScared of robots?\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 10: Stop asking for five-star feedback\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eWhat is customer feedback?\u003c\/p\u003e\u003cp\u003eFeedback formats\u003c\/p\u003e\u003cp\u003eHow to ask for it\u003c\/p\u003e\u003cp\u003eHow to take it\u003c\/p\u003e\u003cp\u003eHow to use it\u003c\/p\u003e\u003cp\u003eTestimonials and reviews\u003c\/p\u003e\u003cp\u003eHow to give it\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 11: Small business testing\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eQuick and dirty testing\u003c\/p\u003e\u003cp\u003eWhat’s your skateboard?\u003c\/p\u003e\u003cp\u003eTesting price\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 12: When not to listen to customers\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eReason 1: The customer is not aligned with your business values\u003c\/p\u003e\u003cp\u003eStretch task #6\u003c\/p\u003e\u003cp\u003eReason 2: When the rewards are teeny-weeny\u003c\/p\u003e\u003cp\u003eReason 3: Someone else is doing it (much) better\u003c\/p\u003e\u003cp\u003eReason 4: You just don’t want to do it\u003c\/p\u003e\u003cp\u003eReason 5: You don’t have the bandwidth\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eChapter 13: Three ways to make it happen and staying on the right side of the law\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eOption 1: The stone\u003c\/p\u003e\u003cp\u003eOption 2: The peach\u003c\/p\u003e\u003cp\u003eOption 3: The penguin\u003c\/p\u003e\u003cp\u003eStaying on the right side of the law\u003c\/p\u003e\u003cp\u003eWhen to hire the pros\u003c\/p\u003e\u003cp\u003eConclusion\u003c\/p\u003e\u003cp\u003eDo penguins eat peaches?\u003c\/p\u003e\u003cp\u003eQuestion Bank\u003c\/p\u003e\u003cp\u003eThemes to explore with customers\u003c\/p\u003e\u003cp\u003eUseful links\u003c\/p\u003e\u003cp\u003eContributor bios\u003c\/p\u003e\u003cp\u003eAcknowledgements\u003c\/p\u003e","brand":"Practical Inspiration Publishing","offers":[{"title":"Default Title","offer_id":50515974422871,"sku":"9781788604178","price":14.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781788604178.jpg?v=1745428381","url":"https:\/\/bookcurl.com\/products\/do-penguins-eat-peaches-and-other-unexpected-ways-to-discover-what-your-customers-want-9781788604178","provider":"Book Curl","version":"1.0","type":"link"}