Book Reviews
What to Ask: How to Learn What Customers Need but Don’t Tell You by Andrea Belk Olson, BenBella Books, 2022
Contrary to what the title may suggest to qualitative researchers hungry for discussion guide ideas, this book isn’t about crafting a discussion guide. Instead it presents a well-rounded examination of the many reasons companies struggle to innovate (or even talk to customers, much less get useful insights if they do). By understanding more about our clients’ struggles, we can become more effective changemakers in advocating for research. […]