New Book!

The Marketing Detective: Discovering the Secrets of Small Data to Fulfill Customer Needs

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.

Habegger offers engaging, real-world case studies that will help you create products and services that fulfill your customers’ needs and more effectively deliver marketing communications that resonate with customers.

The Marketing Detective: Testimonials

“In a world obsessed with big data, Scott Habegger draws on his years of marketing experience to illustrate the power of small data to inspire big ideas. The author is a first-rate storyteller who proves his point with real-world examples, then offers practical tips to help readers discover clues to solving the mysteries of marketing.”

—Keith Reinhard, Chairman Emeritus, DDB Worldwide

“If you want more power in your business, and more success in your career, The Marketing Detective unlocks clues to accomplish these in the most important way: true customer focus. A great read, colorfully told.”

—Mark-Hans Richer, Chief Marketing and Innovation Officer, Moen

“The Marketing Detective is a well-written instruction manual that clearly explains how to analyze small data clues to reveal big insights about customers. Habegger makes a compelling case for how marketers have lost track of the human elements of serving their target markets due to the recent emphasis on big data and high-tech digital techniques. This book is for you if you are looking for a back-to-basics perspective on how to truly understand and serve your customers.”

—Greg Rich, PhD, Professor of Marketing, Bowling Green State University