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(s): Danielle Coombs
Publisher: Rowman & Littlefield
Year: 2021
Language: English
Pages: 248
City: Lanham
Cover
Half Title
Title Page
Copyright Page
Dedication
Contents
Preface
Acknowledgments
Chapter 1: Introduction and Overview
What Is Research?
Working on Teams
How to Use This Book
Chapter 2: Working with Clients
General Best Practices
Getting Work Started
Best Practices and Key Takeaways
Chapter 3: Secondary Research and Analysis
Conducting Secondary Research
Secondary Research Sources
Best Practices and Key Takeaways
Notes
Key Terms
Chapter 4: Applied Research Ethics
Why This Matters
Key Ethical Principles
Applied Research Ethics
Best Practices and Key Takeaways
Notes
Key Terms
Chapter 5: Qualitative Research Design and Considerations
Why Do Qualitative Research?
Qualitative Methods
Ensuring Rigor
Best Practices and Key Takeaways
Key Terms
Chapter 6: Qualitative Data Collection
Writing an Effective Instrument
General Best Practices
Data Collection: In the Field
Conducting Qualitative Research Online
Best Practices and Key Takeaways
Chapter 7: Using Creative Exercises for Deeper Insights
General Best Practices
Types of Creative Exercises
Best Practices and Key Takeaways
Chapter 8: Qualitative Data Analysis and Reporting
General Best Practices: During Fielding
General Best Practices: Post-Collection Data Analysis
Topline Research Reports
Best Practices and Key Takeaways
Chapter 9: Quantitative Research Design and Considerations
Why Do Quantitative Research?
Basic Principles and Characteristics
Sampling and Samples
Error, Margin of Error, and Confidence Level
Quantitative Research for Academics
Best Practices and Key Takeaways
Chapter 10: Quantitative Data Collection
General Best Practices
Preparing to Write Your Survey
Structuring Your Survey
Writing Good Questions
Trend Studies
Best Practices and Key Takeaways
Note
Chapter 11: Quantitative Data Analysis and Reporting
Good Preparation, Good Data
Ensuring Data Accuracy
Statistical Models for the Non-Statistician
Data Reports and Banners
Debriefing and Data Analysis
Reporting Quantitative Research
Best Practices and Key Takeaways
Notes
Key Terms
Chapter 12: Writing Your Report
Goal and Purpose
Develop Your “Elevator Pitch”
Organizing Your Thoughts
Telling a Story
Report Sections
Report Formats
Best Practices and Key Takeaways
Note
Chapter 13: Developing (and Designing) Your Deliverable
Designing Your Deliverable
Deliverable Formats
Design Basics (Very, Very Basics)
Presenting Data
Best Practices and Key Takeaways
Notes
Key Terms
Chapter 14: The Client Presentation
Goal and Purpose
Preparation
During the Presentation
Wrapping Up the Project
Best Practices and Key Takeaways
Final Thoughts
Glossary
References
Index
About the Author
