Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage? Creating Market Insight: Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market, Describes the process through which data is translated first into information, and then knowledge, Differentiates routine market knowledge from true insight and details how firms turn insight into value, Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms. Creating Market Insight is written for managers who need to create value in the real world