The Consumer Insights Handbook

2021-06-18 Language Arts & Disciplines

Author : Danielle Sarver Coombs
Release : 2021-06-18
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 537/5 ( reviews)

GET EBOOK

Book Synopsis The Consumer Insights Handbook by : Danielle Sarver Coombs

Download or read book The Consumer Insights Handbook written by Danielle Sarver Coombs. This book was released on 2021-06-18. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Analytics

2018-04-03 Business & Economics

Author : Mike Grigsby
Release : 2018-04-03
Genre : Business & Economics
Kind : eBook
Book Rating : 176/5 ( reviews)

GET EBOOK

Book Synopsis Marketing Analytics by : Mike Grigsby

Download or read book Marketing Analytics written by Mike Grigsby. This book was released on 2018-04-03. Available in PDF, EPUB and Kindle. Book excerpt: Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

The Handbook of Marketing Research

2006-06-23 Business & Economics

Author : Rajiv Grover
Release : 2006-06-23
Genre : Business & Economics
Kind : eBook
Book Rating : 97X/5 ( reviews)

GET EBOOK

Book Synopsis The Handbook of Marketing Research by : Rajiv Grover

Download or read book The Handbook of Marketing Research written by Rajiv Grover. This book was released on 2006-06-23. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

The Observational Research Handbook

2000-05-22 Business & Economics

Author : Bill Abrams
Release : 2000-05-22
Genre : Business & Economics
Kind : eBook
Book Rating : 178/5 ( reviews)

GET EBOOK

Book Synopsis The Observational Research Handbook by : Bill Abrams

Download or read book The Observational Research Handbook written by Bill Abrams. This book was released on 2000-05-22. Available in PDF, EPUB and Kindle. Book excerpt: The Observational Research Handbook explores the burgeoning qualitative marketing research technique of ethnography or "descriptive anthropology," the observation and analysis of how consumers respond to a product within their own environments based upon their cultural values and relationships. The most comprehensive professional reference available on the subject, The Observational Research Handbook acquaints marketing and advertising professionals, market researchers, and manufacturers of consumer products with what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted. The book includes insights on setting study objectives, selecting the appropriate research method, defining the parameters of a study, creating interview scripts, applying specific practices and tips to the actual observations, and then compiling and analyzing the results. A complete case study—featuring a real proposal for an observational research study as well as an actual script and analysis of the results—is included in the appendix. Praise for The Observational Research Handbook: "Building great brands means constantly fishing for new ideas with the power to move consumers. This book should be in every marketer's tackle box. Bill Abrams provides a guide to observational research that's fascinating and instructive. -- Elizabeth Ellers Director, Brand Planning & Research Grey Advertising "Bill Abrams takes a topic that is surrounded by academic mystery and makes it understandable and usable for people in business. The learning that Colgate has obtained from observing people shopping and using our products in their homes has been invaluable in designing new products that meet their needs. Observational research is a cornerstone of our consumer insights program." -- Jim Figura Vice President Consumer Research and Insights Colgate-Palmolive Company "Bill Abrams creative director turned observational research guru, opens your eyes to how you can determine how consumers actually relate to and use your product. When you finish the book, you will be a believer!" -- Charles D. Peebler Jr. Chairman Emeritus True North Communications

Handbook of US Consumer Economics

2019-08-12 Business & Economics

Author : Andrew Haughwout
Release : 2019-08-12
Genre : Business & Economics
Kind : eBook
Book Rating : 255/5 ( reviews)

GET EBOOK

Book Synopsis Handbook of US Consumer Economics by : Andrew Haughwout

Download or read book Handbook of US Consumer Economics written by Andrew Haughwout. This book was released on 2019-08-12. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of U.S. Consumer Economics presents a deep understanding on key, current topics and a primer on the landscape of contemporary research on the U.S. consumer. This volume reveals new insights into household decision-making on consumption and saving, borrowing and investing, portfolio allocation, demand of professional advice, and retirement choices. Nearly 70% of U.S. gross domestic product is devoted to consumption, making an understanding of the consumer a first order issue in macroeconomics. After all, understanding how households played an important role in the boom and bust cycle that led to the financial crisis and recent great recession is a key metric. Introduces household finance by examining consumption and borrowing choices Tackles macro-problems by observing new, original micro-data Looks into the future of consumer spending by using data, not questionnaires

Popular eBooks

The Consumer Insights Handbook

Marketing Analytics

The Handbook of Marketing Research

The Observational Research Handbook

Handbook of US Consumer Economics

You may also like...