eBook - ePub
The Consumer Insights Handbook
Unlocking Audience Research Methods
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research.
The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences' wants, needs, and desires through messaging and products designed to resonate.
Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences' wants, needs, and desires through messaging and products designed to resonate.
Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access The Consumer Insights Handbook by Danielle Sarver Coombs in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Marketing Research. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Half-Title
- Title
- Copyright
- Dedication
- Contents
- List of Figures and Tables
- Preface
- Acknowledgements
- 1 Introduction and Overview
- 2 Working with Clients
- 3 Secondary Research and Analysis
- 4 Applied Research Ethics
- 5 Qualitative Research Design and Considerations
- 6 Qualitative Data Collection
- 7 Using Creative Exercises for Deeper Insights
- 8 Qualitative Data Analysis and Reporting
- 9 Quantitative Research Design and Considerations
- 10 Quantitative Data Collection
- 11 Quantitative Data Analysis and Reporting
- 12 Writing Your Report
- 13 Developing (and Designing) Your Deliverable
- 14 The Client Presentation
- Glossary
- References
- Index
- About the Author