{"product_id":"the-consumer-insights-handbook-unlocking-audience-research-methods-9781538145524","title":"The Consumer Insights Handbook: Unlocking Audience Research Methods","description":"\u003cp\u003eAt 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 authors 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","brand":"My Store","offers":[{"title":"Default Title","offer_id":45646932017205,"sku":"ByrdShop_1538145529","price":49.56,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781538145524.jpg?v=1781682014","url":"https:\/\/atxbooks.com\/products\/the-consumer-insights-handbook-unlocking-audience-research-methods-9781538145524","provider":"ATX Books","version":"1.0","type":"link"}