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.
Consumer insights researchers get to spend their days partnering
with clients to solve complex and knotty problems across all mass
communication industries, including film, television, digital,
advertising, and public relations. They do deep dives to understand
the perceptions and perspectives of target audiences using a wide
range of approaches and methods. On every project, hours are spent
playing with data and ideas, coming up with creative and innovative
ways to approach problems and uncover the insights that will lead
to effective audience engagement. This work is dynamic and
intellectually challenging, celebrating innovative approaches that
lead to unique explanations of-and solutions for-important
problems. It also is essential to success: Whether you are working
on a media product or a strategic communication campaign,
successfully reaching your audience and meeting your objectives
requires good research. Unfortunately, this is not what our
undergraduate students currently experience when using the existing
crop of research methods textbooks. Even though journalism, media,
applied communication, advertising, and public relations programs
typically offer-and often require-at least a foundational research
methods course, most undergraduate students do not leave those
courses with an accurate understanding of what this field actually
entails. Typically written with an emphasis on academic research,
those books often are intended for those who plan to follow a very
specific path-conduct scholarly research, primarily using
quantitative methods. The scientific method dominates this
perspective, and students are taught to prioritize the concepts and
conditions central to academic research. While useful for those who
are interested in continuing for graduate degrees, these textbooks
do not adequately represent the world of-or prepare students
for-the realities of consumer insights research. This book
represents a much-needed alternative. This textbook flips the
typical model presented in mass communication research textbooks.
In these books, audiences often are primarily framed almost
exclusively as participants-presented as a means to generate data.
Instead, as students will learn through this text, 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. This textbook is born of necessity. I have
taught undergraduate students in advertising, media production, and
public relations research methods courses since 2007. In the
ensuing years, I have spent every conference scouring the book
publisher's displays, trying desperately to find a book that would
do what I needed: accurately reflect the joy and excitement of
consumer insights research. I wanted something that would prepare
my students for what jobs really look like in this field, while
also offering tips on how to do the fast-paced, low-cost research
that can be conducted over the course of a semester to give
students a "real-world" perspective on how to uncover, interpret,
and apply consumer insights. Guided by both my own experience in
the field as well as interviews and recommendations with current
practitioners on the client, boutique, and agency sides, this book
will offer students an accessible, thorough, and compelling
perspective on how to plan for and complete a consumer insights
research project from the initial request for proposal (RFP) to the
final presentation of findings. Features: Each chapter will
include: a guide for how to conduct in-class research quotes and
recommendations from experts in the field (including
representatives from research and insights boutiques; advertising
agencies and PR firms; and a wide range of industries (media,
consumer packaged goods, travel, finance, etc.) case studies &
real world examples
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