Do Penguins Eat Peaches?

Katie Tucker is an inspirational product leader with over twelve years’ experience in leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a writer, speaker and the pen behind the popular newsletter Jungle Juice.

List of stretch tasks

Preface

Jungle Juice

Foreword

Introduction

Who is this book for?

Democratizing skills for smaller businesses

What is market research and why do we need it?

Good enough research

How well do you know your customers?

Make small your superpower

How to read this book

What you’ll learn

Why me?

Chapter 1: I made the front page of The Sunday Times and failed, and seven ways market research will improve your business

You are not your customer

Assumptions kill dreams

The sunk cost fallacy

Knowing your customer is a practice

Seven ways market research will improve your business

Stretch task #1

Stretch task #2

Chapter 2: Ego, excuses and the fear of failure: what’s holding you back?

Market research excuses

Fear of failure

Ego

Stretch task #3

Chapter 3: The explorer’s toolkit: curiosity, empathy and courage

Curiosity

Empathy

Courage

Chapter 4: I met Alcatraz prisoner 1259, talking to customers and how to just ask

What is a customer interview?

When to use customer interviews?

Where to find people?

Stretch task #4

How to ask

Incentives

Getting over yourself

Creating a discussion guide

During the interview

After the interview

Chapter 5: The mother of all theories and there is such a thing as a stupid question

Jobs to be done (JTBD) theory

What are your customers trying to get done?

Five golden rules for asking quality questions

Chapter 6: The art and science of sensemaking

What is sensemaking?

Why do we need it?

When to do it?

What you need

How to do it

Outliers

Chapter 7: Stop sending shitty surveys

What is a survey?

When should you use a survey?

Build surveys people fill in

Work backwards

Make something happen

Sample sizes and response rates

Which platforms to use?

Chapter 8: Learn about customers in your pyjamas and how to win at desk research

What is desk research?

Where to look?

Keeping one eye on the competition

Get started

Stretch task #5

Chapter 9: Can I pick my friend’s nose? And how to be a digital spy

Being a digital spy

Where should you look?

Search listening tools

Scared of robots?

Chapter 10: Stop asking for five-star feedback

What is customer feedback?

Feedback formats

How to ask for it

How to take it

How to use it

Testimonials and reviews

How to give it

Chapter 11: Small business testing

Quick and dirty testing

What’s your skateboard?

Testing price

Chapter 12: When not to listen to customers

Reason 1: The customer is not aligned with your business values

Stretch task #6

Reason 2: When the rewards are teeny-weeny

Reason 3: Someone else is doing it (much) better

Reason 4: You just don’t want to do it

Reason 5: You don’t have the bandwidth

Chapter 13: Three ways to make it happen and staying on the right side of the law

Option 1: The stone

Option 2: The peach

Option 3: The penguin

Staying on the right side of the law

When to hire the pros

Conclusion

Do penguins eat peaches?

Question Bank

Themes to explore with customers

Useful links

Contributor bios

Acknowledgements