The Marketing Detective

Harsh fact: between 40 and 90 percent of new products fail. Thus, marketers are on a never-ending quest for something new, a breakthrough, some way to get an advantage over the competition. And that's why marketing professionals carry the massive burden of their company's new product success on their shoulders.Seasoned product marketer Scott Habegger challenges our reliance on big data and reveals the power of small data--the voice of the customer. Find out what he learned in his...
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Harsh fact: between 40 and 90 percent of new products fail. Thus, marketers are on a never-ending quest for something new, a breakthrough, some way to get an advantage over the competition. And that's why marketing professionals carry the massive burden of their company's new product success on their shoulders.Seasoned product marketer Scott Habegger challenges our reliance on big data and reveals the power of small data--the voice of the customer. Find out what he learned in his productive marketing career, including his tenure with Harley-Davidson. By applying the truth-seeking principles of a detective, he champions the value of gaining actionable customer insights through more personal, often one-on-one customer interactions. Whether you sell motorcycles, breakfast cereal, plumbing services, marshmallow creme, or something else, as a marketing detective-using the 15 Breakthrough Customer Insights offered here-you can uncover actionable insights that others have dismissed, misinterpreted, can't see-or didn't even think to ask customers.