- Explore more great deals on thousands of titles in our Deals in Books store.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Drinking from the Fire Hose: Making Smarter Decisions Without Drowning in Information (Portfolio) Hardcover – Bargain Price, September 1, 2011
Frequently bought together
Customers who bought this item also bought
Special offers and product promotions
About the Author
Christopher Frank is a vice president at American Express, where he is responsible for advertising, brand, and business - to - business research. Prior to joining American Express, he spent ten years at Microsoft as a senior director in market research. He is a recipient of the Wall Street Journal Achievement Award.
Paul Magnone is a vice president of business development and alliances at Openet, a global telecommunications software and consulting firm. For twenty-one years, he was previously a senior executive at IBM, where he started and grew four consulting businesses. Both authors live outside New York City.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
"Fire Hose" asks researchers and decision makers to step back and siphon the jet stream of data most of us have at our fingertips, and to be parsimonious about which insights we bring to the decision makers we support to help them act confidently. One of my favorite sections was the description of the Customer Impact Assessment (CIA). I've seen versions of this standard used at most great companies with outstanding market research/consumer insights teams. It's a great reminder of questions we should always be asking ourselves as researchers whenever we frame up recommendations.
I've read some of Fire Hoses' predecessors in this "making sense of a data-driven world" genre. "Fire Hose" goes beyond the field, providing an important contrast to books like Ian Ayers' "Super Crunchers" and Stephen Baker's "The Numerati," books whose fascination with the amount of data obscure the importance of analysis in real world application. While these books do fabulous jobs of describing the possible, Frank and Magnone do an equally great job prescribing what is practical. If Ayers' and Baker's approach is the excitable young resident eager to make the most exotic diagnoses; Fire Hoses' is your trusted primary care doctor who gets your diagnosis right because he understands the science of what ails you, and because he's treated the ailment before.
Who is this book for? My guess is that most of the concepts in "Fire Hose" will feel familiar everyone in marketing, marketing research, strategy or consulting. But that few or none of us practice all of the concepts as thoroughly and habitually as we should. For me personally (as a market researcher), I learned a number of new tricks. But at least equally important, I was reminded of some key "rules" that are very familiar, but that I don't follow as religiously as I should. The book has left me energized and re-committed to nailing some of the fundamentals that can separate very good research from great research.