Into the river : how big data, the long tail, and situated cognition are changing the world of market insights forever / Tony Cosentino

Introduction : the empty chair at the table —pt. 1. The changing world of market insights — 1. Big data — 2. The long tail — 3. Situated cognition — pt. 2. A roadmap for the 21st century — 4. The corporate insights function — 5. The insights supplier — 6. The insights professional — Conclusion : time to take your seat.

“The thing with disruptive change is just that… it is disruptive. It is business as usual for some time as industry foundations change, but then it happens… If the reader takes away nothing else from this book, it is this: Disruptive change is occurring in the Market Research industry and for those who get it, they will adapt and prosper. For those who see things a business as usual and write off budget decreases or project holds to the economic downturn, they will ultimately suffer.” Based on first-hand knowledge of many of the world’s leading corporate insights suppliers, Into the River gives the reader a straight-forward perspective into an important and changing industry. More importantly, it provides ideas on how companies, suppliers, and individuals can deal with these industry shifting trends.