Creating Market Insight -- Contents -- Preface -- Acknowledgements -- 1: Success, strategy and understanding -- What is success? -- Success comes from strong strategy -- What does a strong marketing strategy look like? -- What is this 'market' into which we're trying to gain insight? -- The importance of market understanding -- 2: The difficulty of gaining insight -- Market complexity is making it harder to create market insight -- Market turbulence is making it harder to create market insight -- The frequency of failure -- The failure of data analytics -- 3: How well do you understand your business environment? -- The importance of self awareness -- Test your understanding -- Scanning mechanism -- 4: What does market insight look like? -- When is an insight not an insight? -- A taxonomy of market insight -- The end in mind -- 5: What do real managers do to understand the environment? -- Scanning is generally ad hoc, informal and unsystematic -- Scanning is embedded and hard to manage -- Scanning is typically under-resourced, unmeasured and unrewarded -- There are four major behavioural clusters of business environment scanning -- 6: Understanding and assessing the complexity and turbulence of a market -- What is a market? -- Understanding market complexity -- A process for evaluating market complexity -- Understanding and evaluating market turbulence -- Combining the assessments of market complexity and market turbulence -- 7: What is the best way to understand the business environment? -- Strengths and weaknesses of Analysts -- Strengths and weaknesses of Categorists -- Strengths and weaknesses of Monitors -- Strengths and weaknesses of Viewers -- The best way depends on the market -- 8: Putting it together - how firms create insight -- Developing scanning capability to make sense of the business environment -- From information to insight.

9: From insight to value -- Starting point: what market insight do we have? -- What does our market insight imply? -- Does it make sense to act on our insight? -- How can we ensure that our market insight is acted upon? -- The causes of non-implementation -- Resolving inadvertent non-implementation -- References -- Index of figures -- Index of tables -- Index.