This business guide details the ways in which research can be used to better build and position a brand. Two of the authors are senior managers at PepsiCo and two work with Zappi the company PepsiCo partnered with to create Ada a learning application that per the book transformed PepsiCo’s market research. The text outlines how PepsiCo Insights the company’s research and marketing arm affects the larger organization offering nuggets along the way that can apply to any company looking to become more consumer-centric. The authors cover the history of consumer and marketing data including the early days of surveys and focus groups to more modern methods of collecting data online. Chapters include information on making market research more agile finding the right platform (like PepsiCo’s Ada) gathering buy-ins from other people and using AI in market research. (“AI will disrupt every phase of the research process” the authors write.) Each of these topics is explored thoroughly often through case studies from PepsiCo; in fact the book often reads like an advertisement for the platform that PepsiCo and Zappi developed. (“To date the platform has generated over 6000 research products … and over $100 million in savings and improvements” readers learn.) Still there is useful information here. Chapters end with key takeaways and even more helpful action points (for example build bridges across your organization map out how your business uses market research right now and work closely with IT). Though the guide reads like a textbook and can stray into the weeds with its diagrams charts and footnotes there are portions that could appeal to anyone—for instance the extremely useful final chapter (“The Bluffer’s Guide to Tech Terms”) provides a list of definitions for terms such as algorithm augmented reality blockchain and user interface. Any reader can benefit from this information; heavy-duty researchers will appreciate the rest.

It’s been 27 years since Karl left his native city of Ters Albania for a better life in Greece and ultimately America. The death of his father has brought him back home however and he finds a city just as riddled with contradictions as it was when he left. Ters is a city in which Roman Byzantine Ottoman and Soviet pasts mingle a city “in which everything—religions people’s names streets animals inanimate objects—existed in double or triple versions.” There he finds his brother Frederik the son who remained in Albania to uphold the communist ideals of their father—a man so committed to the revolution that he named his sons after Marx and Engels. Karl has long resented his father’s dedication to what he sees as a failed ideology and is surprised to learn that the old man had become an observant Muslim before he died. Karl’s trip home reopens memories stretching back to his mother’s mysterious suicide decades before. As he and Frederik butt heads over matters personal and political a portrait emerges not only of a fractured family but also of a fractured city and of an exile who has lived most of his life (in the words of his father) “speaking other people’s languages.” Kapllani’s prose as translated by Bien is not always smooth but the images and ideas are almost always striking. “A writer’s mind often resembles a cemetery” observes the narrator. “Most of the stories and characters fashioned by such a mind usually return like midnight shadows to the mysterious darkness of their source.” The narrative leaps around in time covering Karl’s years in Greece and America before returning to Ters and the aftermath of his father’s death. Through Karl’s experiences Kapllani excavates the complex and often paradoxical relationship a person has with the homeland from which they have been separated whether through immigration war regime change or the simple passage of time.

The book opens with the O. Henry Prize–winning “Marital Problems.” An unnamed narrator and her husband Victor search for a dead bird their daughter has entombed within Victor’s estranged late father’s binocular case while Victor rages over the incompetence of their contractor and the narrator distracts herself with sexual fantasies (both about the contractor and about her friend a single mom). This story is a knockout—its characters are brilliant their relationships meticulously muddled by conflicting impulses and passing fancies—and yet it does not overshadow the nine that follow. The theme of motherhood is especially prominent a throughline from Romm’s The Mother Garden (2007). In the title story Brown University student Elisa sells her eggs to a famous actress to secure an economic cushion for herself. After graduation she uses the money to begin building her dream life in New York City but when headlines and photos of the actress and her daughter begin to circulate Elisa is beset by the feeling that she’s done something terribly wrong. “What To Expect” also involves donated gametes—39-year-old Emily uses a sperm donor to start a family solo and once she’s pregnant decides to sell the unused sperm to a woman who used the same donor for her first child. An unexpected connection leaves Emily unsure whether she’s just feeling the baby fluttering about or if there might be true-love butterflies in there too. Though this book is deeply sincere (the title is indeed self-descriptive) there are wry even cheeky moments to be found: “A Gun in the First Act” named for a Chekhov quote flips an interview for an academic position on its head when shots are fired at the annual AWP conference. And of course it helps that Romm’s prose is consistently swoonworthy: “We stand silently all the possible words drying up wicked back into the heavens to rain on someone else.”

The book’s introduction explains the current struggles that many teens face due to the heightened stressors of the long-term effects of social media and the Covid-19 pandemic. Throughout the five concise chapters that follow teenagers share their experiences with mental health distress how they felt and which resources (for example therapy talking circles crisis hotlines and open communication with a trusted adult) helped provide them with short- and long-term relief. Mount highlights several groups identified by public health experts as being at higher risk for mental health distress: LGBTQ+ teens teens of color and teenage girls. The research she cites provides value by driving home points from credible sources—the Centers for Disease Control and Prevention the U.S. surgeon general and the American Academy of Pediatrics—all supported with quantifiable data. The text includes suggested talking points such as what to say to a friend during a tough time: “How can I support you right now?” and “Would you prefer to talk right now or could you use a distraction?” This book is incredibly valuable and in the right hands could be lifesaving. Stock photos showing racially diverse teens punctuate the text along with sidebars that contain additional useful information.

Backing up the subtitle’s claim from the start Sheen begins with two easily read pages of infographics on areas including taxes and spending entrepreneurs occupations and the wage distribution of immigrants and native-born workers. Although she provides many relevant examples of documented immigrants’ contributions to U.S. productivity and prosperity she also cites research showing that undocumented immigrants pay far more into the system than they extract from it: “over $30 billion in federal state and local taxes annually” that support public benefits they can’t utilize. Immigrants often perform “messy physically demanding jobs” that otherwise would go unfilled by native-born workers. A brief history of immigration—and anti-immigrant abuses past and present—precedes an overview of immigrants’ contributions to building revitalizing and maintaining strong communities. The third chapter explores immigrants’ cultural contributions explaining how they’ve both enriched the culture and stimulated the economy for example through celebrations like St. Patrick’s Day and Lunar New Year as well as through ethnic food industries and pop culture. In the chapter entitled “Shaping the Future” Sheen cites the examples of Jan Koum the Ukrainian-born founder of WhatsApp and Eric Yuan the Chinese-born creator of Zoom among others. Abundant color photos show diversity in race gender and religion.

The Tanner family travels cross-country to their grandparents’ farm in Evergreen Louisiana for an anticipated Christmas celebration. However they become concerned when a when the heat fails to work at the local church after a cold snap. Where will everyone celebrate? This fun adventure celebrates family and community and Ketsviil’s illustrations offer a bright engaging color palette to convey the upbeat tone of the Louisiana-set narrative. The often-crowded pictures balance a sense of chaos and structure which fits the trajectory of the overall story which effectively moves from problems to solutions. The dialogue also ably presents the family’s faith-centered culture as when they use “Glory Be!” as an exclamation and “Make our hearts clean and clear” as a mealtime prayer. The engaging text features some humor as well but its use of varied typefaces tends to distract from the story. The plot structure is also a bit loose as if the author is more intent on presenting a rhyme scheme than a straightforward narrative; the rhymes in turn are uneven and inconsistent. Still the final resolution is a pleasant one and it makes for an enjoyable tale of winter celebration.

Packed with 18 spreads of engineering marvels this book offers a brief introduction to the world of biomimicry (defined here as “the design and creation of materials buildings and processes that are modeled on nature”). Madden covers the Japanese Rail’s bullet train (based on the kingfisher bird’s beak) a type of concrete inspired by coral reefs and space-focused examples such as the lower body negative pressure device designed by mimicking the blood flow of the long-legged giraffe. Many readers will be surprised to learn that the tiny nanotubes found in an astronaut’s spacesuit were designed by engineers who found inspiration from the hollow hair follicles of a polar bear. The pages are vivid and engaging full of brilliantly colored photos of plants and animals from a close-up of a lobster that inspired an X-ray device to a vibrant image of a pink lotus leading to the development of self-cleaning fabrics. The insets of the engineering creations however are a bit small with text that’s somewhat difficult to read. STEM enthusiasts may find themselves wanting more from the descriptions of some of the engineering products; on the whole though this is a fascinating introduction.

At the playground Nadine hears a girl her age speaking to her doll in an unfamiliar language. Eager to learn more Nadine asks the girl Yan if she has a “coming-here story.” Yan replies that she’s a recent immigrant from China and the two children bond. Later on her way home Yan asks a woman named Symona who’s singing in a different language as she gardens about her coming-here story and learns that she emigrated from Russia as a young woman. Symona in turn connects with Rafid from Bangladesh after hearing him talking on the phone in a different tongue. In true “six degrees of separation” style the book comes full circle as a young boy hears Nadine speaking Creole to her mother and asks about her country of origin; her mother explains that she herself is from Haiti while Nadine was born here. Berke’s sweet tale of the domino effect that starts with one curious and accepting girl’s question is sorely needed in this time of division and discord as is the characters’ use of the term “coming-here story” to inquire about others’ heritages rather than the potentially more intrusive “Where are you from?” Powell’s soft and welcoming watercolorlike illustrations capture present and past at once as each immigrant’s history is revealed.

Tomorrow marks a momentous occasion for an East Asian–presenting child with pale skin and straight black hair: a musical performance in front of a crowd of people. “But there are thousands of butterflies fluttering in my tummy” the child tells us. White-outlined butterflies surround the youngster. “I believe in you” Papa says as he hands the protagonist a violin. “Have courage.” But what is courage? Papa catalogs many different types of bravery from saving the day to making small but meaningful choices and speaking up for what’s right. Next the protagonist reflects on “times that I chose not to give up. Times that I said sorry for my mistakes. Times that I shared my feelings.” At last the child concludes that “I may still feel scared sometimes but I will remember I find courage every day.” Butterflies—now in color—fill the air as the child plays the violin onstage the next day. Wong’s soothing text offers guidance on using self-talk to cope in the face of fear and anxiety. Delicate charming artwork uses varied compositions and a warm palette to depict this father-and-child duo while Beautyman’s swirly butterfly motif helps emphasize that courage can be found even in simple quotidian moments. An author’s note explains to parents and teachers how to help children build resilience in the face of uncertainty.

Each of the five chapters tackles different categories of challenges showcasing stories of triumph in the face of learning and physical disabilities homelessness the struggles of being an immigrant and mental illness. A recurring theme is encapsulated early on in a quote from a teen who survived an abusive family: “I tried to take a negative and turn it into a positive.” The persistent and repetitive optimism edges into toxic positivity however such as with a queer teen who thrown out by her homophobic parents is praised for the unerring focus that led her to graduate as co-valedictorian win acceptance to Georgetown University raise funds for college through GoFundMe donations and appear on Ellen DeGeneres’ talk show. Excepting the chapters on learning disabilities and mental illness the narrative largely and frustratingly lacks concrete details on how to manage setbacks and gain critical confidence and skills context that would make the stories more useful and relatable. The selection of often incongruous stock photos and the somewhat dry detached language also detract from the narrative. Ultimately this work could leave ordinary teens feeling disheartened as the approach it espouses seems unrealistic.

The story begins as police interview Eddy Sparrow for reasons that aren’t immediately clear to the reader.Eddy is a woman whose recently deceased mother—chair of the history department at Georgia State University—was sent a manuscript before her death that was found buried in a canister in the backyard of an abandoned estate. The property located in northern Alabama was allegedly haunted as was the manuscript which is rumored to curse anyone who reads it. As Eddy talks to the police officer in her home over tea she shares the heartrending story recounted in the manuscript which chronicles the tragic life of Cat who lived on the estate with her mother Sarah and her mother’s cheating boyfriend Ray—“the man who ate [Sarah] from the inside until there was nothing left.” Watching her mother be physically and emotionally abused by Ray while helpless to stop it Cat is devastated when her mother dies; compounding her grief the courts send the minor back to the house to live with her mother’s abuser. Parts of the manuscript include excerpts from Sarah’s journal which includes horrific revelations and charts her descent into madness at the end of her life. The innovative structure of the narrative—a journal within a manuscript within a police interrogation—works well to keep the reader turning pages and the impressively deep character development makes the cast members feel authentic identifiable and emotionally dimensional—particularly in the case of Cat and her intense relationship with her mother. The mystery surrounding Cat’s mother’s death is kept tantalizing beyond reach until the very last pages where bombshell plot twists will have readers picking their collective jaws up off the floor. But it’s the creepy atmospherics and the author’s dark lyrical writing style that makes the story so unforgettable: Hardy describes an old well covered with rotting wood planks at its center as a “huge mouth that drank in the darkness.”

Bella who has light brown skin and reddish-brown hair is sad because she hasn’t been invited to her friend Maggie’s party. Bella worries that she and Maggie are no longer “special together” meaning that Bella herself might not be special. Her Mommy reminds her how much she and Bella’s Daddy love her and how much Bella’s grandparents love her—even Grandma Louise who died before Bella was born. This leads to talk of Bella’s eight great-grandparents and 16 great-great-grandparents and so on escalating to a host of loving ancestors from all over the world. Bella is reassured: “That’s a lot of my people who love me and a lot of people for me to love back.” Copeland effectively narrates the story primarily through naturalistic conversation using blue text for Bella and green for Mommy. Rather than shying away from talk of difficult topics like death and dementia this catalogue of loved ones actively embraces those who have died. This commemoration of lineage serves not only to soothe Bella’s doubts but also to recognize racial diversity as the parenting lines stretch back to encompass what appears to be a multitude of histories and cultures. Lettis brings an upbeat colorful illustration style that focusses on character and beautifully captures the many different physiognomies united here in familial love.

When a north Georgia diner’s owner and chef turn up dead police arrest Joseph Owens a busser who was fired just three days before and apparently had altercations with other employees. Owens goes on trial for murder and armed robbery and though there’s no hard evidence that he committed the crimes (the .45 the victims were killed with is missing for one thing) the circumstantial case is enough for the majority-white jury to reach a guilty verdict for the Black defendant who receives a death sentence. Attorney Elena Samuels of the law firm Fox Stern however is so sure of Owens’ innocence that she convinces Greg Williams her colleague at the same firm to take the man’s case pro bono. They volunteer themselves as Owens’ counsel in the habeas corpus proceedings where they intend to “raise every constitutional violation” they’re able to dig up in the trial record. When they’re not arguing with their firm’s managing partner who’s unhappy about the lawyers’ dwindling billable hours Elena and Greg reexamine the case and make a startling discovery. Rothman maintains a brisk narrative while showcasing the complexities of the American judicial system. The depiction of Owens’ trial isn’t merely a transcription of witnesses’ testimony; there’s a pretrial hearing jury selection and a sentencing hearing as well all delivered with succinct rounds of questioning and high-speed dialogue. All the major characters are well developed; the defendant is sympathetic but has his flaws (he’s undeniably quick to anger) and public defender Michael Delaney is a smart and capable attorney. The story ultimately shifts its focus to Elena and Greg especially the latter’s troubles; for instance he may be suffering from PTSD. He and Elena’s mutual respect enlivens their scenes together and a touch of romance doesn’t hurt the duo’s solid professional relationship.

One of the most distinct psychological traits possessed by humans author Rye notes in the book’s introduction is object permanence. This ability to know that something exists even when out of view is connected per Rye’s analysis to humanity’s adherence to intangible belief systems. In other words “All our political economic and religious institutions are based upon ideals which can only be conceptualized in the abstract.” As belief in traditional institutions has eroded—particularly religious systems in the West—the author fears that we risk slipping into an antisocial hellscape fueled by the cold rationalism of technology. While the post-Enlightenment emphasis on science certainly brought progress in terms of income and living conditions the book argues that “wealth and prosperity come at a high price.” Eschewing partisan shots against both the right and the left Rye highlights for instance the ethical and psychological costs of oppressive communist regimes as well as capitalist economies obsessed with consumerism. “By scientific measures we are better off” Rye argues but “we are not happy.” Rye who has an advanced degree in international affairs and economics from Johns Hopkins University and has worked as the State Department’s first Advisor for Hostage Affairs has a keen sense of psychology and human behavior. Well cited through a network of footnotes the book is a dense read that weaves together history philosophy political science and psychology and the analysis is often astute. Still the book occasionally leans too heavily on the abstract claiming that although data suggests we are better off now than ever everyone knows that “something is wrong.” Rye rejects the racism and absurdities of contemporary conspiracy theorists but often challenges scientific consensus. His discussion of the Covid-19 vaccine for instance avoids the label of “vaccine” (preferring instead “MRNA treatment”) and emphasizes its “untested” nature. While skeptical the book is rarely conspiratorial and refuses to wade into unproductive culture wars.

Dressed in carnival-barker attire insouciant Mr. Fox flourishes a vaudeville hook and invites readers to “Hurry! Hurry! Hurry!” and to “step right up for a battle of wits.” Clever Mr. Fox proposes a “nearly impossible” game: saying no to every question he asks. Inadvertent yea-sayers must return to page one and reread. Innocuous questions such as “Are you ready to play?” are traps. And when readers are presented with an enormous ice cream sundae the question “Would you like a taste?” truly becomes diabolical. An offer of a Hawaiian vacation beach party (with a guaranteed “million billion” dollars for the first 20 guests) is also tough to decline. Accompanied by Wohnoutka’s chuckle-worthy cartoon images the questions turn a bit more personal: “Are you stronger than a baby?” “Are you wearing any underwear?” In a laugh-out-loud marvel of excess and pacing Mr. Fox challenges readers to put up with a tongue licking from slobbery smelly Stinkpot the water buffalo. And the very last no-brainer question is a neatly engineered bit of puffery: “Have you ever read a funnier better written more beautifully illustrated book than this one?” But there’s no penalty for rereading this hilarious irresistible book—perhaps readers will out-manipulate Mr. Fox after all!

Eleven-year-old Vivian is so excited to be going camping with her 12-year-old cousin Owen and her 8-year-old sister Amy. She’s talked her mother and Uncle Mike (both veterans of the outdoors) into camping at Sequoia National Park and what’s more letting the kids stay by themselves for 24 hours (the adults will camp just over a short mountain pass). Dusk comes and Owen who loves to cook fixes a stellar meal on his little camp stove; the kids are blissful in their independence. Then comes the earthquake shaking rocks down onto the trail and blocking the way back to the adults. Taking charge of the frightened Amy and disassociating Owen Vivian determines that their only choice is to walk out the long way. While Owen has packed more food than necessary for one overnight it’s not enough. Nevertheless they start out. This is a tale of adventure and survival but it’s far from grim; instead it’s filled with effervescent writing and humorous dialogue. Vivian’s confidence and her joie de vivre in the beauty of her surroundings embrace Amy and Owen—as well as readers—with the usefulness of a positive attitude. If a story about three kids alone in the mountains with little food could ever be described as cheerful and uplifting this one is it. All main characters read white.

Detective skills gained in their two previous cases prove useful to Colin and his partner and best friend Nevaeh. Haddix pitches the pair into an investigation that despite Colin’s mother’s resolute stonewalling uncovers some shocking facts about his recently deceased and previously long-absent father. Fueled by a credible mix of anger at being apparently abandoned and a yearning just to know what happened and what his dad was like Colin’s inner odyssey makes up the emotional core of the story. But Haddix weaves in a substantial and increasingly suspenseful caper featuring clues found in documents and stored possessions cold evidence trails to follow startling revelations of both past misdeeds and unexpected family connections and (to raise the stakes even more) a stash of money massive enough to put lives in danger. Some clues seem contrived and the author repetitively makes use of characters asking themselves or others strings of questions. Still events work out in ways that are both nonviolent and healing as do certain issues that have formed a continuing theme through the trilogy involving the families of both young leads. Colin and Nevaeh read white separate members of the supporting cast are Black and Latine and one of Nevaeh’s brothers is cued as neurodivergent.

It isn’t easy to create a Yuletide tale that stands out on the crowded holiday shelf but Wilson has done just that by riffing on lyrics from “Rudolph the Red-Nosed Reindeer.” Her illustrations are detailed and expressive like a mashup of Marla Frazee and Vera Brosgol with a dash of Barbara McClintock for good measure. They show the titular fog rolling in as a brown-skinned parent and a light-skinned child who narrates walk home where another parent tan-skinned awaits. The child has made a gift for Nana and Papa with whom the family always spends Christmas Eve. This year however “The weather is awful and my parents say we can’t go.” The child’s red hat evokes Little Red Riding Hood; the family dog Sammy is akin to a friendly wolf. Their combined depictions foreshadow a trek to Nana and Papa’s house. With a flashlight on her head Sammy heads out to “light the way” followed by the child who sees monstrous visions in the fog and runs home in fear. Later the whole family heads out covered in Christmas lights and fantastic luminescent reindeer appear. Though the grandparents’ gift is lost en route the youngster has a story to tell upon the family’s arrival—the best gift of all. Loaded with adventure and brimming with love and joy this is a holiday tale to be savored.

The women are friends all single and childless (though not by choice) and each is a little quirky. By the time Essie’s 11 she’s read a great deal about the world but experienced little. Meeting G.E. a boy who looks just like her makes her dream of being part of a large family. The two plot: Essie’s four mothers could marry the four male department store employees who are G.E.’s dads. The real outcome turns out to be slightly more complicated. The adult characters are drawn with broad slightly stereotypical strokes: fat white Midwesterner Doris is a terrible cook French Jeanne-Marie is “thin and spiky” but a romantic at heart Black Taisha has incredible skin and “a lovely froth of black hair around her head like moss” and black-haired Lucinda has “that kind of look” that makes people think of fortunetellers (likewise Hernandez one of G.E.’s dads “makes great Mexican food” in contrast to the “regular stuff” prepared by one of his white dads). Horvath doesn’t simplify her vocabulary or philosophical musings for her audience tossing in without translation French phrases and a little Yiddish. The low-tech late-20th-century small-town setting offers a safe well-staffed library: It’s a lovely daydream for readers who think that E.L. Konigsburg’s Claudia Kincaid had the right idea (but should have run away to a library instead of the Met).

Who would guess that U.S. domestic military bases harbor more types of rare animals than national parks do? Making that claim Collard points to relatively recent changes in general official attitudes toward the environmental effects of military tests and exercises while highlighting efforts to protect and restore populations of three vulnerable creatures in particular—the red-cockaded woodpecker the gopher tortoise and the reticulated flatwoods salamander. The stakes are clear. All three are threatened or endangered and two are actually designated keystone species in the quickly shrinking longleaf pine habitat that remains today in a few locales (thanks to misguided wildfire policies) outside Eglin Air Force Base in the Florida panhandle. The author mentions other bases and species but devotes most of his account to shadowing scientists working at Eglin AFB and discussing with them the specific challenges they face. Color photos aplenty offer views of various habitats as well as animals and researchers in the field. Readers will be left marveling at the complexity of natural ecosystems within the base’s half-million acres. Those tempted to learn more will appreciate the helpful resource lists in the backmatter; those who think that the military’s only interest in nature is finding new ways to blow it up may come away with more nuanced views. Most scientists in the photographs present white.