The Consumer Insights Handbook
Using Audience Research to Make Smart Decisions
Format:Paperback
Publisher:Bloomsbury Publishing PLC
Publishing:9th Jul '26
£39.99
This title is due to be published on 9th July, and will be despatched as soon as possible.
Researching audiences is a dynamic and intellectually challenging process that celebrates innovative approaches to consumer desires, needs, and behaviors. Whether you are working on a brand, product, or a strategic campaign, successfully reaching your target audience and meeting your objectives requires good research.
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.
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. -- Evan Bailey, Kent State University, USA
Using a reassuring and conversational tone, Coombs transforms what is often perceived as dense and dry academic research methods into a practical, creative, and industry-informed process. Research methods and capstone courses will find this text a perfect fit, seamlessly bridging the gap between foundational communication methods and real-world consumer insight research designs. -- Melissa Yang, Professor and Department Lead of Communication, Endicott College, USA
Danielle Coombs remains at the forefront of consumer insights research. This updated edition thoroughly guides students through every step of the research process, providing them with the knowledge and skills they will need to be successful in the classroom and beyond. -- Kathryn D. Coduto, Assistant Professor of Media Science, Mass Communication, Advertising, and Public Relations, Boston University, USA
This book is an excellent primer for advertising and public relations students, offering a clear introduction to research methods that is grounded in professional practice. -- Julie O'Neil, Professor and Associate Dean, Texas Christian University, USA
ISBN: 9798881807474
Dimensions: unknown
Weight: unknown
304 pages
2nd edition