Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

Front Cover
Copy Workshop, 2001 - Business & Economics - 257 pages
7 Reviews
This is a book about how to get to know your customer. It's a research book, but it's really a book for just about everyone in marketing and advertising. Because the better you know your customer, the better you'll be able to do your job in today's tougher-then-ever marketplace.

Learn the real truth about breakthrough communication.

Learn how to be a consumer detective.

And learn about the Sweet Spot.

From an introduction to ethnography, to improved observation and interviewing skills, through useful and practical mapping and presentation tools, this book will help you move from data and information to insight and inspiration.

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Review: Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

User Review  - Tim Calkins - Goodreads

Understanding customer insights is incredibly important. This is the best book I've read on the topic. Lisa does a terrific job of highlighting the role of insight, how to identify one and how to use one. Read full review

Review: Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

User Review  - Spencer Colvin - Goodreads

The concepts in this book are on a have-to-know basis for those in the advertising profession, however the book is not a must-read and is considerably dated. Read full review

Contents

FROM INSIGHT TO INSPIRATION
120
How to Know an Insight
135
Fostering Inspiring Collaboration
145
Copyright

8 other sections not shown

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