Danielle Sarver Coombs: The Consumer Insights Handbook, Kartoniert / Broschiert

Klappentext

Understand your audience's wants, needs, and behaviors with insight-driven research projects that translate data into meaningful action.
Featuring fresh data sets and practical exercises leveraging the power of AI, Danielle Sarver Coombs's second edition research handbook puts researchers in the driver's seat of message and product engagement. Understanding people as thoughtful and deliberative consumers, Coombs's method of research enables media practitioners and strategic communication professionals to maximize audience engagement through messaging and products designed to resonate.

Guided by client, boutique, and agency experience, this book encompasses the research process from the initial RFP to the final presentation of findings. Each chapter includes practical research activities, insights from experts in the field, and real-world case studies.