February 2020
Intermediate to advanced
256 pages
4h 4m
English
One thing that’s always struck us about much academic research is that it’s, well, academic. Researchers tend to study the most readily available subjects, which tend to be graduate students, gamblers, and convicts. While that might be great for getting access to a captive audience (no pun intended), we had to wonder how “real world” the results really are. What’s the use of doing B2B research if you’re not tapping a B2B research subject pool?
That’s why, throughout this book, you’ll see that our study results report on simulations conducted with actual businesspeople, including executive buyers. You know, the people you actually want to become your customers!
In addition, we’re very much proponents of decision-making science. ...