What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About it

Great book for market researchers, especially those trying to figure out the female market! It has detailed stories about failed attempts and gives a good idea of what marketers should do about female consumers

Pros:- I really enjoyed the writing style, and zipped through the book in about 4 hours flat- Worth five bucks on my Kindle- They opened my eyes up to the idea of better listening, and called me out on a lot of half-listening habits that I have as a marketer- Great case studies and illustrations, although some of them were already well known- Presented some great general guidelines and "half truths" that I can interpret as I need for my own purposesCons:- The authors slid in a sales pitch on at least 3 occasions in the book that I recall. VERY annoying. I get it, you're the experts on women and we should hire you to do our market research. I just would rather you not say things like "...what could we possibly have not told you? Actually, quite a bit, otherwise why would you hire us or call on us for our help" - leaving me to believe that I got tricked into buying half a book. What you should know from your own market research is that marketers hire research firms less because they don't know how to do research, and more for the fact that they want you to do their jobs for them. (Whole Truth)- I would have liked some more tactical drill-downs on how to work within the Whole Truth framework in terms of crafting messages or product development. Sometimes I still felt a little lost in the landscape..."Um, ok so I get that women are lying and are insecure about pretty much everything but what am I really supposed to do with that in terms of selling office paper?" Maybe I'm just too tactical, but at least one or two deep-dives would have helped me on some of the more abstract areas like Ego Protection.