**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.