The Consumer Insights Handbook: Unlocking Audience Research Methods

(Paperback, 2nd edition)

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Description

This book provides 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. The second edition features new data sets and techniques and a new chapter on the uses of AI.
Danielle Sarver Coombs 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 authors 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.

Author Bio

Danielle Sarver Coombs is Associate Professor and Programme Director of Branding and Communication at the University for the Creative Arts, UK. Previously, she was professor at the School of Media and Journalism at Kent State University, teaching a range of advertising courses including ones focused on introductions to advertising, understanding consumers, and copywriting.