The book:
“Nothing is more important than understanding your customer, and nothing is what you’ll achieve if you don’t. Do Penguins Eat Peaches? gives example after example of why market research is vital to business success and how you can put it into practice.”
Nick North, Director of Audiences, BBC
What people are saying…
“The book comes complete with encouragement and top tips on how to get closer to customers and secure the all-important sales. It’s a must-read for any modern-day small business owner.”
Emma Jones, CBE and CEO of Enterprise Nation
“This book is a must-read for anyone looking to improve market research knowledge and skills, and it is perfect for both beginners and experts alike”
Jeremy Weil, Head of Product at the Economist Intelligence Unit (EIU), The Economist
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"Understanding customers is all about asking the right questions. That is how you will win. This book will teach you that precious skill.."
David Hieatt, co-founder of The Do Lectures and author of Do Purpose and Do Open
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This book is a must-gift for entrepreneurs everywhere. Katie offers a secret sauce for business growth: uncovering what customers really want.
Diana Kander, New York Times bestselling author of All in Startup and keynote speaker on Curiosity
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If you want to stop guessing and making mistakes and start creating products and services people really want to buy – read this book.
Helen Perry, host of the Just Bloody Post It Podcast and marketing teacher for creatives
Back blurb
Why are customers so damn fickle? They say one thing, do the other. They change their minds. Give you false hopes. Keep you guessing. But without them there is no business.
Finding out what your customers want needn't be potluck. Do Penguins Eat Peaches? demystifies big-business market research tools, tips and tricks for you, the smaller business. With smaller budgets. Smaller teams. Those of you who want to do right by your customers but need a little help with the how.
From sending smart surveys, asking quality questions to desk research and the rise of social listening, this book teaches you how to discover what your customers want.
About the author
Katie Tucker is an inspirational product leader with over twelve years’ experience 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 mentor, speaker and the pen behind the popular newsletter Jungle Juice.
Why read this book?
Small businesses start their entrepreneurial journey with a real passion. But passion will only take you so far. According to a SME study by Merchant Saavy’s in 2020, only 55% of small businesses survive beyond three years with that number falling to 46% by the fifth year.
Democratising proven frameworks, tools and tactics from the world of big tech will help small businesses sustain and grow income and profit from their passion.
Now, more than ever, small businesses need all the help they can to innovate with strong proven processes successfully implemented by larger companies.