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Choice Factory: The Book That Zags

Cover of  by Richard Shotton

So, where many look forward Choice Factory looks back. Where the majority say go big, Richard Shotton says think small. That's why Choice Factory is the zag to many zigging books available to marketing and research professionals. It is for that reason, I need to reiterate:
"If you work in research, you need to read The Choice Factory by Richard Shotton."

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