Title: good for practitioners and achademy
Product review: I found this book good and practical. Probably too much achademy language on it, but still with a very good amount of practical advice. I have not read it all but still I found the target chapters useful, friendly and to the point. Plenty of good references to the critical books and articles. Some paragraphs were golden to me as for example the topic on segmentation, But the best were the criteria to organize the full focus group exercise and the full rationale behind it. I would certainly recommend it.
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