Full Description
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 data sets 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.
Contents
List of Figures and Tables
Acknowledgements
Preface
Part I: Preparation
1. Introduction and Overview
2. Working with Clients
3. Using Emerging Technologies in Consumer Insights Research
4. Secondary Research and Analysis
5. Applied Research Ethics
Part II: Qualitative Research
6. Qualitative Research Design and Considerations
7. Qualitative Data Collection
8. Using Creative Exercises for Deeper Insights
9. Qualitative Data Analysis and Reporting
Part III: Quantitative Research
10. Quantitative Research Design and Considerations
11. Quantitative Data Collection
12. Quantitative Data Analysis and Reporting
Part IV: Reporting Findings
13. Writing Your Report
14. Developing (and Designing) Your Deliverable
15. The Client Presentation
Glossary
References
Index
About the Author
