Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising
Copy Workshop, 2001 - Business & Economics - 257 pages
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.
What people are saying - Write a review
Review: Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and AdvertisingUser Review - Deanna Schetselaar - Goodreads
Refreshing in simplicity of a complex matter. Finding the consumer insight never seemed so reachable. Read full review
Review: Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and AdvertisingUser 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
FROM INSIGHT TO INSPIRATION
How to Know an Insight
Fostering Inspiring Collaboration
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