Read what people are saying about
Asking For Trouble

If I’d read this book sooner, I could have wasted so much less of my life failing to understand a very simple truth. So much of what we do in marketing simply starts from the wrong place. A super book! I enjoyed every word.

Rory Sutherland, Vice Chair of Ogilvy, TED Global speaker and author of the Alchemist

“Jon Cohen has brought a fabulous dose of common sense, clear thinking and terrific examples to the subject of market research.

Asking for Trouble is inspiring and funny. I found myself nodding along in agreement to Jon’s wisdom and wit. I thoroughly recommend this book.”

Rita Clifton CBE, Portfolio Chair and Board Director.

This book should be compulsory for anyone daft enough to think research is about asking questions. I nodded manically and laughed out loud reading Jon’s brilliant, often hilarious, tales of encounters with research respondents whilst in the pursuit of truth. It’s an original and a total joy. I loved it.

Suzanne Lugthart, Research Leader, ex eBay, ITV and Rightmove

A brilliant book. A genuine blueprint to elevate customer research to insightful interpretation.

James Stevens, Director of Group Product Design

If you’re in the business of asking people what they think, stop reading these words and buy this book immediately. Your job is about to become much more rewarding.

Dan Hulse, Chief Strategy Officer St Lukes

An incredibly usable field-guide that is also wonderfully readable and intellectually stimulating. Quite a coup!
I came away from it feeling like I do when I have looked at a really high-end cook book from someone like Ottolenghi: I’m glad I’ve read it and understand the complexity of the food. I’m even more glad he has restaurants so I don’t have to try and do this myself!

Adam Martin, Managing Director Tesco Hospitality

If you are even remotely interested in asking questions and/or finding answers, Jon will take you on a fabulous journey- this is his guiding metaphor- to the Land of Asking. He is a warm, witty and insightful guide- perhaps the  Michael Palin that market research didn’t know it needed.

Antony Tasgal, Strategist and author of The Storytelling Book

Asking for Trouble is a must read for anyone wanting to understand their consumers and customers better. Its packed full of great advice, easy to understand frameworks and Jon’s engaging and entertaining anecdotes from talking to numerous people over the years. Highly recommended.

Christine McCauley, Global planning director, Diageo

Entertaining, jargon free, insightful and thought-provoking.

Dr Jenny Mindell, Professor of Public Health at UCL

Asking For Trouble is a Really Good Book. It is an extraordinarily easy read and very human. I found myself thinking more about how to best conduct good conversations around the dinner table or figuring out my sons and my relationship to them than about my last ad campaign.

After a lifetime in the advertising business and witnessing hundreds of ideas and campaigns being mauled by consumer “insight” through an archaic approach to groups that has never really changed since the fifties, I would recommend this highly as a touchstone for all levels of marketers.

Charles Cadell, Ex President and CEO McCann Asia Pacific & Japan

Asking for Trouble is a very helpful guide to the art of knowing what to take from research and what not to.  As a Marketing Director who has worked with Jon for many years, I recognised Jon’s humorous and wise counsel.

Beth Thoren, Director of Environmental Action, EMEA at Patagonia

I wish I had read this at the start of my career. I also wish that those running the country will read and understand the power and damage of a constant focus group mentality. People are fickle animals.

Iain Kennedy, CMO at

Simultaneously thought provoking and yet entertaining – no mean feat!

Andrew Manley, Head of Research, RSPB

An inspired read and a guide to good asking. A must have for anyone interested in the business of trust, reputation and growth.

Helen Weisinger Chief Marketing Offer, EMEA at Tag

The experiences, mistakes, and perceptions Jon Cohen shares in this book are genuine insight. Haven’t learned that much in a long time.

A significant piece of work. The conversational prose is a pleasure; highly recommend. One of those you’ll read again.

Rob Hardy Head of Insight at Cambridge University Press

This is a great book. If you want to know how to really learn about your audience. Read this.

Simon Manchipp Executive Creative Director and Founder at Someone