The Consumer Insights Handbook: Using Audience Research to Make Smart Decisions

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 though...