**Business Book Awards 2024: Highly Commended**

Stop guessing and start using market research to build what customers actually want. If you run a small business, it’s easy to waste time and money on ideas that don’t land.

Do Penguins Eat Peaches? shows founders, freelancers and small-business owners how to use simple market research tools to understand your audience and build what sells. From customer interviews and surveys to real-world testing, including how emerging AI tools can help you research faster and smarter, this book will help you find clarity and confidence in your next business move.

From sending smart surveys and asking quality questions to desk research and the rise of social listening, this book teaches you how to discover what your customers want.

Katie Tucker is an inspirational product leader with over twelve years’ experience leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a mentor, speaker and the pen behind the popular newsletter Jungle Juice.

Prizes

Commended for Business Book Awards 2024

If you run a small business, are a freelancer, need to do any sort of marketing or customer research, then you NEED this book! - LinkedIn

This is a really great business book on a little discussed topic. It has an energetic prose style choc full of expertise, insights and mindset shifts. It’s a brilliant guide to creating a mutually rewarding relationship with the most important people in your business - your customers. - Amazon

Katie Tucker's book is rammed with practical, unexpected ways to find out what your customers want. It's the kind of book you can turn to again and again. One for the small business book shelf! - Amazon

Absolutely loved this book. A refreshing, easy-to-understand guide to doing simple but effective market research...It’s written in an accessible (and often funny) style, and shows that you don’t need a big corporate budget or loads of time to find out what your audience really wants. Essential reading for small businesses and budding entrepreneurs. - Amazon

The book gives great tips on how to do market research – how to interview clients properly, for example – but also, crucially, what to do with the insight they give you. Honestly, I wish I’d had this book years ago. Go and buy it, I reckon you won’t regret it. - LinkedIn

It's not just that this book is incredibly well written, but EVERY SINGLE PAGE has a golden nugget you can implement in your business...Katie makes what could be a dry subject really easy to understand, and provides tasks and ideas for you to start implementing straight away. - Amazon

It’s got all the signs of being a well-thumbed, constant companion on the desk of every kind of business owner. And that’s a very good thing for the business world. - Freelancer magazine

An exceptional book in getting to the heart of discovering what your customers want, and written in a way I've not read a business book before. It's direct, emotive, relatable and packed with insights, resources and top tips on how to get closer to your customers. - Carrie Swatten, LinkedIn

I loved everything about this book - its title, its cover, and the very conversational way the author shared her perspective and wisdom. Definitely worth readying AND - every marketer should be reading this - NetGalley 5*

Katie Tucker is an inspirational product leader with over twelve years’ experience in leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a writer, speaker and the pen behind the popular newsletter Jungle Juice.