This book provides the following 10-step guide to the art and science of interpreting qualitative and quantitative market research evidence and successfully applying this to business decision-making.

1.    Analysing the right problem
2.    Understanding the big information picture
3.    Compensating for imperfect data
4.    Developing an effective analysis strategy
5.    Establishing the interpretation boundary
6.    Applying the 'knowledge filters'
7.    'Reframing' the data
8.    Presenting the research evidence as a narrative
9.    Facilitating informed decision-making
10. Learning from successful practice

This book is supported by a ten-module training course consisting of a series of PowerPoint presentation charts. This includes case studies and will be helpful to university lecturers and those responsible for training new graduates entering the market research industry, on either the client or agency side.

1. 'New' market research
2. Not a science, but a scientific approach
3. Data-rich intuitive analysis
4. Analysing the right problem
5. Understanding the big information picture
6. Compensating for imperfect data
7. Developing the analysis strategy
8. Organizing the qualitative data
9. Organizing the quantitative data
10. Establishing the interpretation boundary
,etc.