Consumer Insights Handbook

Using Audience Research to Make Smart Decisions

AvDanielle Sarver Coombs

Häftad, Engelska, 2026

Del i serien Rowman & Littlefield Publishers

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2026-07-09
Mått:178 x 252 x 22 mm
Vikt:620 g
Format:Häftad
Språk:Engelska
Serie:Rowman & Littlefield Publishers
Antal sidor:304
Upplaga:2
Förlag:Bloomsbury Publishing PLC
ISBN:9798881807474

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Mer om författaren

Danielle Sarver Coombs is Associate Professor in the School of Business at Ravensbourne University London, UK. She is an author, media commentator, and consultant on areas related to sports, politics, and politics of sport. Prior to joining Rave, Danielle was a professor at Kent State University, USA and a consumer insights researcher and brand consultant in New York and Cleveland, working on a wide range of high-profile brands in media, fashion, consumer packaged goods, and nonprofits/public service.

Recensioner i media

The Consumer Insights Handbook is one of the most approachable and practical research texts I’ve ever taught from. It demystifies research for students, grounding methods in real-world application while reducing anxiety around the process. My students consistently describe it as both engaging and empowering.

Innehållsförteckning

List of Figures and TablesAcknowledgementsPrefacePart I: Preparation1. Introduction and Overview2. Working with Clients3. Using Emerging Technologies in Consumer Insights Research4. Secondary Research and Analysis5. Applied Research EthicsPart II: Qualitative Research6. Qualitative Research Design and Considerations7. Qualitative Data Collection8. Using Creative Exercises for Deeper Insights9. Qualitative Data Analysis and ReportingPart III: Quantitative Research10. Quantitative Research Design and Considerations11. Quantitative Data Collection 12. Quantitative Data Analysis and ReportingPart IV: Reporting Findings13. Writing Your Report14. Developing (and Designing) Your Deliverable15. The Client PresentationGlossaryReferencesIndexAbout the Author