This book provides the following 10-step guide to the art and science of interpreting qualitative and quantitative market research evidence and successfully applies this to business decision-making. 1. Analyzing the right problem 2. Understanding the big information picture 3. Compensating for imperfect data 4. Developing an effective analysis strategy 5. Establishing the interpretation boundary 6. Applying the ‘knowledge filters’ 7. ‘Re-framing’ the data 8. Presenting the research evidence as a narrative 9. Facilitating informed decision-making 10. Learning from successful practice This book is supported by a ten-module training course consisting of a series of PowerPoint presentation charts. This also includes case studies that will be helpful to University lecturers and those responsibl e for training new graduates entering the mark et research industry, on either the client or agency side. This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the ‘holistic’ research mill. A must-read textbook for anyone getting to grips with 21st century market research.