Mindframes

by Wendy Gordon

Mindframes are models of thinking about people in relation to brands, communications, marketing initiatives and organisations. Wendy has identified six enduring principles that explain why people think the way they think, behave like they do and say what they say. Whether you are a research practitioner, user of research or planner, these mindframes will lead you to the choice of more rigorous methods, more sensitive interpretations and more confident recommendations. Read the book in any order, dip in and out and use the six lenses to magnify your own practical experience and frameworks.

Genres: Nonfiction

206 pages, Kindle Edition

Published October 15, 2016

Reviews

[Helen Mary · Rating 4 out of 5]

Reading this book is like an easter egg opening: you will open up more reading recommendations after the author has fascinated you with her good writing style, solid research, and practical experience as a qualitative researcher. I am so glad I got my hands on this book at the beginning of the year. I have a lot to reflect on and read further on topics that interest me deeply from this useful resource.

[John Griffiths · Rating 5 out of 5]

There is an element of the bookend here - Wendy's parting shots as she moves into retirement and away from the frontline of research. She has always been a thought leader and educator. Once again as in Good Thinking she draws on Kipling's famous poem about the elephant and the idea that reality takes different forms simultaneously - it depends on our perspective. Here she takes the major filters which have come to be part of market research. What I appreciate is how she takes a machete to what are overgrown areas with so much to read we don't know where to start. And cuts each down to size so we can make sense of it. It's a fairly quick book to read. But it both simplifies and reminds you what a subtle art good research is. I think what I like most about it is that I can almost hear her voice - these are the best of books where the voice of the author and their passion and knowledge of their subject come through.