Consumer Insights 20
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| Author | : Danielle Sarver Coombs |
| Publisher | : Rowman & Littlefield |
| Total Pages | : 249 |
| Release | : 2021-06-18 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1538145537 |
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 | : Eric J. Arnould |
| Publisher | : SAGE |
| Total Pages | : 369 |
| Release | : 2018-06-30 |
| Genre | : Business & Economics |
| ISBN | : 1526452138 |
Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.
| Author | : Stephen Brown |
| Publisher | : Routledge |
| Total Pages | : 427 |
| Release | : 2005-06-23 |
| Genre | : Business & Economics |
| ISBN | : 1134690037 |
This book is a collection of cutting-edge essays by leading exponents of consumer research from Europe and America. Topics covered include: marketing in cyberspace, poststructuralism in marketing, semiotics and marketing and much more.
| Author | : Morris B. Holbrook |
| Publisher | : SAGE Publications |
| Total Pages | : 433 |
| Release | : 1995-06-09 |
| Genre | : Business & Economics |
| ISBN | : 1452247439 |
Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field. Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook′s history is a classic study of consumerism too. Editor′s Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today′s university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.
| Author | : Paul Longley |
| Publisher | : UCL Press |
| Total Pages | : 198 |
| Release | : 2018-04-30 |
| Genre | : Social Science |
| ISBN | : 1787353885 |
Big Data collected by customer-facing organisations – such as smartphone logs, store loyalty card transactions, smart travel tickets, social media posts, or smart energy meter readings – account for most of the data collected about citizens today. As a result, they are transforming the practice of social science. Consumer Big Data are distinct from conventional social science data not only in their volume, variety and velocity, but also in terms of their provenance and fitness for ever more research purposes. The contributors to this book, all from the Consumer Data Research Centre, provide a first consolidated statement of the enormous potential of consumer data research in the academic, commercial and government sectors – and a timely appraisal of the ways in which consumer data challenge scientific orthodoxies. Praise for Consumer Data Research 'An insightful, state-of-the-art guide into the social and commercial value of applying geographical thinking to the study of consumer data.' Professor Richard Harris, University of Bristol 'An excellent guide to leveraging the value of academic research on valid data. Partnerships based around consumer data should be encouraged and supported by all and their outputs used to better the way we manage the world we live in.' Bill Grimsey, retailer and author of The Vanishing Highstreet 'The use of data from everyday consumer transactions is a potential game-changer for understanding economic and social patterns and trends. This is an excellent overview of the field.' Dr.Tom Smith, Managing Director, Office for National Statistics Data Science Campus
| Author | : Jon R. Katzenbach |
| Publisher | : Berrett-Koehler Publishers |
| Total Pages | : 209 |
| Release | : 2019-01-16 |
| Genre | : Business & Economics |
| ISBN | : 1523098732 |
In a global survey by the Katzenbach Center, 80 percent of respondents believed that their organization must evolve to succeed. But a full quarter of them reported that a change effort at their organization had resulted in no visible results. Why? The fate of any change effort depends on whether and how leaders engage their culture: the self-sustaining patterns of behaving, feeling, thinking, and believing that determine how things are done in an organization. Culture is implicit rather than explicit, emotional rather than rational--that's what makes it so hard to work with, but that's also what makes it so powerful. For the first time, this book lays out the Katzenbach Center's proven methodology for identifying your culture's four most critical elements: traits, characteristics that are at the heart of people's emotional connection to what they do; keystone behaviors, actions that would lead your company to succeed if they were replicated at a greater scale; authentic informal leaders, people who have a high degree of "emotional intuition" or social connectedness; and metrics, integrated, thoughtful measures to track progress, encourage the self-reinforcing cycle of lasting change and link to business performance. By leveraging these critical few elements, you can tap into a source of catalytic change within your organization. People will make an emotional, not just a rational, commitment to new initiatives. You will elicit enthusiasm and creativity and build the kind of powerful company that people recognize for its innate value and effectiveness.
| Author | : Russell W. Belk |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 290 |
| Release | : 2017-08-18 |
| Genre | : Business & Economics |
| ISBN | : 1787149463 |
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
| Author | : Russell W. Belk |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 386 |
| Release | : 2012-12-20 |
| Genre | : Business & Economics |
| ISBN | : 1781900221 |
This volume presents papers that cover a wide gamut including immigrant consumption experiences, gift-giving, sharing, transgressive gender roles, attachments to special possessions in online games and real life, the homeless consumer experience, disposition of possessions, privacy, metaphor analysis, sustainable consumption, alcohol consumption, c
| Author | : Morris B. Holbrook |
| Publisher | : SAGE |
| Total Pages | : 433 |
| Release | : 1995-06-09 |
| Genre | : Business & Economics |
| ISBN | : 0803972970 |
"Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field." Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook's history is a classic study of consumerism too. Editor's Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today's university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.
| Author | : Russell Belk |
| Publisher | : SAGE |
| Total Pages | : 244 |
| Release | : 2012-12-14 |
| Genre | : Business & Economics |
| ISBN | : 1446290395 |
How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.
