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5 must-read market research books for 2022

Our list of the top books for market researchers and business leaders is in! We searched high and low to find the best books on market research - check out some of our favorites and see our full list of must-read books for 2022.

Ebook: 2022 Market Research Global Trends

1. The Disruption Mindset

By Charlene Li

Charlene Li upturns our thinking and suggests that disruption doesn’t create growth – growth creates disruption. She argues that disruption goes beyond innovation and provides a roadmap with three key areas: Strategy designed to meet the needs of future customers; leadership that creates a movement to drive and sustain transformation; and a culture that thrives on disruptive change.

By using prominent brand examples, including T-Mobile, Adobe, ING Bank, Amazon, Starbucks, Electrolux, SHNU, Nokia, Microsoft and Southwest, Li gives plenty of  Big Gulp Moments to inspire people to make cultural changes that prepare you for disruption. Invest in this book, think about the ideas and make up your own mind.

2. Invisible Influence: The Hidden Forces that Shape Behavior 

By Jonah Berger

Social influence is the invisible influence, according to the New York Times bestselling author, Jonah Berger. He explores the subtle influences that affect the decisions we make – from what we buy, to the careers we choose, to what we eat.

Berger explores some of the more subtle ways – like imitating other people or avoiding actions that may impact others’ opinions of you – to more overt ways that give you a peek under the cover of an unconscious system.

Read this if you’re looking for a fast read that digs into the psychology around why people sometimes behave differently, or comply with predicted behavior patterns.

3. The Power of Moments

By Chip Heath and Dan Heath

Read about the experiment in which two strangers meet in a room, and—forty-five minutes later—they leave as best friends. Author and brother duo, Chip and Dan Heath, bring ‘moments’ into the limelight, with this fantastic collection of stories to delight and inspire you into action.

They explore (as the title suggests) how our most powerful moments are formed and how, by tapping into these elements, researchers and marketers can create more moments that matter and elevate the experiences they deliver.

4. Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing

By Will Leach

Your non-conscious mind will filter out more than 99 percent of marketing you “see” today. So how do you make sure your marketing is part of the 1% that people don’t filter out?

In this book, Will Leach demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. With a book that’s as practical as it is inspiring, Leach provides a powerful handbook for any marketer or researcher who wants to design creative that compels people to listen, care, and act.

5. Storytelling with data

By Cole Nussbaumer Knaflic

Storytelling is an increasingly important skill for any researcher. When it comes to presenting your insights and recommendations, the way you present them is often as important as the insights themselves, and getting stakeholders on board ensures they’re listened to and acted on.

Cole Nussbaumer Knafic’s book walks you through the ‘why’ and the ‘how’ of telling stories with data from the way you visualize it to how you communicate it to different audiences. This book should be on every researcher’s shelves, and is packed with practical examples of how you can say goodbye to stale graphics, and use new approaches to deliver research with real impact.

See 5 additional recommendations in our complete market researcher reading list

Qualtrics // Experience Management

Qualtrics, the leader and creator of the experience management category, is a cloud-native software platform that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees.

With insights from Qualtrics, organizations can identify and resolve the greatest friction points in their business, retain and engage top talent, and bring the right products and services to market. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle.

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The Handbook of Marketing Research Uses, Misuses, and Future Advances

• Rajiv Grover - The University of Georgia, USA, University of Georgia, USA
• Marco Vriens - Microsoft Corporation
• Description
• Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. 
• Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. 
• Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.

Talk to the author! http://www.terry.uga.edu/%7Ergrover/hb_main.html

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

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"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research."

"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended."

" In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."  

                                                                                    — Guldem Gokcek, JOURNAL OF MARKETING

·         The contents will be articulated in a very reader-friendly, applications-oriented and non-mathematical fashion.

·         Promotes the current overarching business philosophy of customer/market focus by emphasizing the need for Market Research to provide the insights required for making decisions. 

·         Identifies such troubling current trends as biased sample answers on long questionnaires, and "professionals" whose job is to skew focus group responses.

·         Will employ top flight international researchers from both academia and practice to provide a broad range of ideas and applications.

Sample Materials & Chapters

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This title is also available on SAGE Knowledge , the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial .

This title is also available on SAGE Research Methods , the ultimate digital methods library. If your library doesn’t have access, ask your librarian to start a trial .

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Marketing Research: An Applied Orientation 6th Edition

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• ISBN-10 0136085431
• ISBN-13 978-0136085430
• Edition 6th
• Publisher Pearson
• Publication date July 7, 2009
• Language English
• Dimensions 1.5 x 8.5 x 10.75 inches
• Print length 897 pages
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• Publisher ‏ : ‎ Pearson; 6th edition (July 7, 2009)
• Language ‏ : ‎ English
• Hardcover ‏ : ‎ 897 pages
• ISBN-10 ‏ : ‎ 0136085431
• ISBN-13 ‏ : ‎ 978-0136085430
• Item Weight ‏ : ‎ 4.63 pounds
• Dimensions ‏ : ‎ 1.5 x 8.5 x 10.75 inches
• #648 in Market Research Business (Books)
• #1,720 in Advertising (Books)
• #56,211 in Unknown

About the author

Naresh k. malhotra.

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