How much more successful would you be if you knew the seven questions needed to best frame every research project?

The best questions lead to the best decisions. In the new book Drinking From the Fire Hose – Making Smarter Decisions Without Drowning in Information, Chris Frank from American Express and Paul Magnone from Openet Telecom offer seven guiding questions to overcome data overload to make winning business decisions. 

Over 40+ years as marketing researchers, they have learned to transform information into insights, identify indispensable information, find what’s surprising, get to know their swing voters, and walk the tightrope of “getting it right.” You can use their secrets to reduce wasted time and energy to find the action-worthy analysis.

As Chris says, “It’s not around what we can measure or what we track, or listening to the voice of the customer; it’s really around the judgment on how to use this rich information at our fingertips.”  To hear more from Chris Frank click here.  And join him September 21-23 at the Corporate Researchers Conference, an event MREB is co-sponsoring with Quirk’s and the MRA.

Other sessions at the conference include:

• The Winds of Change – Market Research Approaches a Strategic Inflection Point: Ian Lewis of Cambiar Consulting addresses issues including delivering more with less: do-it-yourself research; new modalities; the river of information; the new global middle class; new talent for a new age, and the future of market research
• Five Ways to Achieve Strategic Foresight – and Five Ways We Fail: Eric Farland of Competitive Futures introduces the five key techniques that make up foresight practices at the most sophisticated organizations and the five ways organization fail to implement foresight.
• How to Present Complex Insights and Findings So They are Acted on Immediately: Dr. Andrew Abela, Professor of Marketing and creator of the Extreme Presentation method will share changes that you can make to your research presentations to see immediate action on your insights.

MREB members, learn how to inspire action at your organization using the tools and practices featured in our Communication and Consultation topic center.