"A very thought-provoking look at how to better understand your customers. The book is full of fresh examples and practical case studies. Simply wonderful!”

“Andrea Olson cuts through the clutter of customer data noise and guides us squarely into their hearts and minds where, together, we can help discover the unspoken needs and desires they’ve yet to articulate. If you are competing in a space clamoring for insights about your customers, read this book. Twice. And Slowly.”

"What To Ask provides an enlightened view of the customer insight challenge that every single business today struggles with. And it delivers to-the-point, non-academic, no bullshit methods and guidance to address it.”

“What to Ask is a must read for business leaders and decision-makers at all levels and in every industry and an invaluable resource for entrepreneurs who are seeking to innovate and differentiate in emerging markets or in existing markets where current solutions no longer meet customers’ needs.”

“What to Ask is just what we need right now in the customer insights and marketing domain. Superior customer understanding is the new battleground for companies to gain a sustainable competitive advantage. This smart, practical guide leverages behavioral science to help you help customers reveal what really drives their decision-making, so that you have a real shot at impacting it.”

“A must-read guide for anyone who wants to know what their customers or employees want – what they really want. This is an excellent, contemporary reference manual for people measurement and all the foibles of human nature that go with it, brought to life in a fascinating and memorable way.”

“This book will help sharpen your customer focus. Incredibly immersive yet practical, it skips all the vague theories and delivers an immediately applicable method to shift organizational mindsets around customers and what they need now.”  

“This is the best title of any marketing book. And the contents more than live up to the promise. It is a masterclass in learning to uncover the decisive distinctions and paradoxes in human behaviour which most businesses overlook to their cost.”

“I teach every entrepreneur that they must know their customer better than their customer knows themself. This is the first book that I’ve read that shows you exactly what that means and how to do it.”

"Needs, business models and competition are evolving at an ever-faster pace, making customer insight more important than ever to guide how companies evolve. Andrea Belk Olson explains cogently and with practicality how to understand customer needs in a world where technology creates the illusion that it’s “all in the data”."

“Any business needs to understand the behaviour of customers to succeed. But too many businesses go astray by asking them the wrong questions and get misleading answers (or none at all). In this insightful, entertaining, and practical book, Andrea Olson gives hugely useful and valuable frameworks to make sure the questions you ask about your customers give you the answers you need to drive business success.”