The Consumer Insights Handbook

Author : Danielle Sarver Coombs
Publisher : Rowman & Littlefield
Page : 249 pages
File Size : 46,8 Mb
Release : 2021-06-18
Category : Language Arts & Disciplines
ISBN : 9781538145531

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The Consumer Insights Handbook by Danielle Sarver Coombs Pdf

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.

Author : Merlin Stone,Alison Bond,Bryan Foss
Publisher : Kogan Page Publishers
Page : 308 pages
File Size : 48,5 Mb
Release : 2004
Category : Business & Economics
ISBN : 0749442921

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Consumer Insight by Merlin Stone,Alison Bond,Bryan Foss Pdf

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Author : Mike Grigsby
Publisher : Kogan Page Publishers
Page : 241 pages
File Size : 51,8 Mb
Release : 2018-04-03
Category : Business & Economics
ISBN : 9780749482176

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Marketing Analytics by Mike Grigsby Pdf

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.

Author : Joanne Rodrigues
Publisher : Addison-Wesley Professional
Page : 734 pages
File Size : 55,8 Mb
Release : 2020-08-27
Category : Computers
ISBN : 9780135258637

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Product Analytics by Joanne Rodrigues Pdf

Use Product Analytics to Understand Consumer Behavior and Change It at Scale Product Analytics is a complete, hands-on guide to generating actionable business insights from customer data. Experienced data scientist and enterprise manager Joanne Rodrigues introduces practical statistical techniques for determining why things happen and how to change what people do at scale. She complements these with powerful social science techniques for creating better theories, designing better metrics, and driving more rapid and sustained behavior change. Writing for entrepreneurs, product managers/marketers, and other business practitioners, Rodrigues teaches through intuitive examples from both web and offline environments. Avoiding math-heavy explanations, she guides you step by step through choosing the right techniques and algorithms for each application, running analyses in R, and getting answers you can trust. Develop core metrics and effective KPIs for user analytics in any web product Truly understand statistical inference, and the differences between correlation and causation Conduct more effective A/B tests Build intuitive predictive models to capture user behavior in products Use modern, quasi-experimental designs and statistical matching to tease out causal effects from observational data Improve response through uplift modeling and other sophisticated targeting methods Project business costs/subgroup population changes via advanced demographic projection Whatever your product or service, this guide can help you create precision-targeted marketing campaigns, improve consumer satisfaction and engagement, and grow revenue and profits. Register your book for convenient access to downloads, updates, and/or corrections as they become available. See inside book for details.

Author : Diane Phillips,Isabelle Szmigin,Maria Piacentini
Publisher : Oxford University Press, USA
Page : 592 pages
File Size : 46,9 Mb
Release : 2020
Category : Consumer behavior
ISBN : 0190857137

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Consumer Behavior and Insights by Diane Phillips,Isabelle Szmigin,Maria Piacentini Pdf

Historical and current perspectives on consumption -- A historical context for understanding consumption -- Contemporary perspectives on consumer behavior -- Consumer research -- Micro-view of consumption -- Perceptual processes -- Learning and memory -- Personality, self, and motivation -- Attitude theory and behavior change -- Decision-making and involvement -- Macro-view of consumption -- Patterns of buyer behavior -- Groups, social processes, and communications -- Culture -- Where are we going? -- Ethics and social responsibility -- Future trends in consumer behavior -- Glossary -- Index.

Author : Lisa Fortini-Campbell
Publisher : Unknown
Page : 246 pages
File Size : 43,5 Mb
Release : 1992-01-01
Category : Advertising
ISBN : 0962141526

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Hitting the Sweet Spot by Lisa Fortini-Campbell Pdf

This book will help you and your business move from information to insight to inspiration.

Author : Lisa Fortini-Campbell
Publisher : Unknown
Page : 246 pages
File Size : 49,9 Mb
Release : 1992
Category : Advertising
ISBN : 0962141593

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Hitting the Sweet Spot, the Consumer Insight Workbook by Lisa Fortini-Campbell Pdf

Author : Eileen Bridges,Kendra Fowler
Publisher : Routledge
Page : 587 pages
File Size : 50,9 Mb
Release : 2020-04-02
Category : Business & Economics
ISBN : 9781351245210

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The Routledge Handbook of Service Research Insights and Ideas by Eileen Bridges,Kendra Fowler Pdf

The Routledge Handbook of Service Research Insights and Ideas offers authoritative coverage of current scholarship in the expanding discipline of service research. Original chapters from the world’s leading specialists in the discipline explore foundations and innovations in services, highlighting important issues relating to service providers, customers, and service design. The volume goes beyond previous publications by drawing together material from different functional areas, including marketing, human resource management, and service process design and operations. These topics are important in helping readers become knowledgeable about how different functional areas interact to create a successful customer experience. This book is ideal as a first port of call for postgraduate students desiring to get up to speed quickly in the services discipline. It is also a must-read for academics new to services who want to access cutting-edge research.

Author : Linda D. Hollebeek,David E. Sprott
Publisher : Edward Elgar Publishing
Page : 544 pages
File Size : 47,6 Mb
Release : 2019
Category : Business & Economics
ISBN : 9781788114899

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Handbook of Research on Customer Engagement by Linda D. Hollebeek,David E. Sprott Pdf

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Author : Nagaraj, Samala
Publisher : IGI Global
Page : 334 pages
File Size : 44,8 Mb
Release : 2021-02-12
Category : Business & Economics
ISBN : 9781799839200

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Insights, Innovation, and Analytics for Optimal Customer Engagement by Nagaraj, Samala Pdf

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

Author : Jing Jian Xiao
Publisher : Springer
Page : 376 pages
File Size : 43,9 Mb
Release : 2016-05-30
Category : Psychology
ISBN : 9783319288871

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Handbook of Consumer Finance Research by Jing Jian Xiao Pdf

This second edition of the authoritative resource summarizes the state of consumer finance research across disciplines for expert findings on—and strategies for enhancing—consumers’ economic health. New and revised chapters offer current research insights into familiar concepts (retirement saving, bankruptcy, marriage and finance) as well as the latest findings in emerging areas, including healthcare costs, online shopping, financial therapy, and the neuroscience behind buyer behavior. The expanded coverage also reviews economic challenges of diverse populations such as ethnic groups, youth, older adults, and entrepreneurs, reflecting the ubiquity of monetary issues and concerns. Underlying all chapters is the increasing importance of financial literacy training and other large-scale interventions in an era of economic transition. Among the topics covered: Consumer financial capability and well-being. Advancing financial literacy education using a framework for evaluation. Financial coaching: defining an emerging field. Consumer finance of low-income families. Financial parenting: promoting financial self-reliance of young consumers. Financial sustainability and personal finance education. Accessibly written for researchers and practitioners, this Second Edition of the Handbook of Consumer Finance Research will interest professionals involved in improving consumers’ fiscal competence. It also makes a worthwhile text for graduate and advanced undergraduate courses in economics, family and consumer studies, and related fields.

Author : Dona Vitale
Publisher : Paramount Market Publishing
Page : 184 pages
File Size : 49,7 Mb
Release : 2006
Category : Business & Economics
ISBN : 0976697386

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Consumer Insights 2.0 by Dona Vitale Pdf

Consumer-goods companies need more than just traditional market research to make good strategic decisions. That's why many of them have created departments of consumer insights. This book reveals the characteristics of these new departments and their leaders. You'll discover how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities.Based on her 20 years of experience, Dona Vitale outlines:-- Characteristics needed by consumer insights specialists-- Techniques that help develop the insights-- Presentation tips to help a whole company get on board with new ideas.Ms. Vitale also presents an enlightening case study from Dunkin' Donuts brand that makes it crystal clear how consumer insights can contribute to bottom line success.If you would like to be the market leader in your category or your company, this book will guide you every step of the way.

Author : Dona Vitale
Publisher : Unknown
Page : 176 pages
File Size : 54,8 Mb
Release : 2014-05-14
Category : BUSINESS & ECONOMICS
ISBN : 1461944074

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Consumer Insights 2.0 by Dona Vitale Pdf

"Consumer-goods companies need more than just traditional market research to make good strategic decisions. That's why many of them have created departments of consumer insights. This book reveals the characteristics of these new departments and their leaders. You'll discover how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities."--Publisher's website.

Author : Christian Homburg,Martin Klarmann,Arnd Vomberg
Publisher : Springer
Page : 0 pages
File Size : 44,8 Mb
Release : 2021-12-03
Category : Business & Economics
ISBN : 3319574116

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Handbook of Market Research by Christian Homburg,Martin Klarmann,Arnd Vomberg Pdf

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.

Author : Bill Abrams
Publisher : McGraw Hill Professional
Page : 312 pages
File Size : 54,9 Mb
Release : 2000-05-22
Category : Business & Economics
ISBN : 0071394176

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The Observational Research Handbook by Bill Abrams Pdf

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