{"product_id":"9798881807474","title":"Consumer Insights Handbook Using Audience Research to Make Smart Decisions","description":"\u003ch1\u003eConsumer Insights Handbook\u003c\/h1\u003e\u003ch2\u003eUsing Audience Research to Make Smart Decisions\u003c\/h2\u003e\u003ch3\u003eDanielle Sarver Coombs\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Advertising \u0026amp; Promotion\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\u003cp\u003eA 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.\u003cbr\u003e\u003cbr\u003eDanielle 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.\u003cbr\u003e\u003cbr\u003eGuided 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.\u003c\/p\u003e\u003c\/div\u003e\u003cdiv\u003e\n\u003cb\u003eDanielle Sarver Coombs \u003c\/b\u003eis Associate Professor in the School of Business at Ravensbourne University London, UK. She is an author, media commentator, and consultant on areas related to sports, politics, and politics of sport. Prior to joining Rave, Danielle was a professor at Kent State University, USA and a consumer insights researcher and brand consultant in New York and Cleveland, working on a wide range of high-profile brands in media, fashion, consumer packaged goods, and nonprofits\/public service.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e09 July 2026\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eBloomsbury Academic\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9798881807474\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e304\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e20.96\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Bloomsbury Academic","offers":[{"title":"Default Title","offer_id":51378255069324,"sku":"9798881807474","price":49.46,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/getimage_f3f17a4e-540c-427e-92e0-5647d368fcff.jpg?v=1783908246","url":"https:\/\/lateknightbooks.com\/products\/9798881807474","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}