A practical and accessible approach for how to plan for and complete a consumer insights research project from the initial request for proposal (RFP) to the final presentation of findings, this second edition handbook features new real-world examples and techniques and a new chapter on the uses of the latest research technologies and AI.
Danielle Sarver Coombs flips the typical model presented in research methods textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, consumer insights 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 decision makers to tap into consumers' 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.
eBook - ePub
The Consumer Insights Handbook
Using Audience Research to Make Smart Decisions
- 280 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
The Consumer Insights Handbook
Using Audience Research to Make Smart Decisions
About this book
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Information
Table of contents
- Cover
- Dedication Page
- Title Page
- Contents
- List of Figures and Tables
- Acknowledgments
- Preface
- Part I Preparation
- Part II Qualitative Research
- Part III Quantitative Research
- Part IV Reporting Findings
- 14 Developing (and Designing) Your Deliverable
- 15 The Client Presentation
- Glossary
- References
- Index
- About the Author
- Imprint
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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 Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.