The Consumer Insights Handbook

Name: The Consumer Insights Handbook
Brand: Bloomsbury Publishing (US)
SKU: 9798881807474
Price: 4993.0 INR
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by Danielle Sarver Coombs

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ISBN13: 9798881807474
Binding: Paperback
Subject: N/A
Publisher: Bloomsbury Publishing (US)
Publisher Imprint: Bloomsbury Academic
Publication Date: July 9, 2026
Pages: 304
Original Price: GBP 39.99
Language: English
Edition: 2nd Edition
Item Weight: 454 grams
BISAC Subject(s): Communication Studies

About The Book

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.

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