Consumer Insights Handbook Unlocking Audience Research Methods
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- Hardcover
- Taschenbuch ausgewählt
- eBook
-
Sprache:Englisch
64,99 €
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Altersempfehlung
18 - 22 Jahr(e)
Erscheinungsdatum
18.06.2021
Abbildungen
22 b/w illustrations; 31 b/w photos; 5 tables
Verlag
Rowman & LittlefieldSeitenzahl
248
Maße (L/B/H)
25,4/17,8/1,4 cm
Gewicht
474 g
Sprache
Englisch
ISBN
978-1-5381-4552-4
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.
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