Consumer Insights 2.0: How Smart Companies Apply Customer Knowledge to the Bottom Line

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Paramount Market Publishing, 2006 - Business & Economics - 168 pages
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Consumer-goods companies need more than just traditional market research to make good strategic decisions. That's why many of them have created departments of consumer insights. This book reveals the characteristics of these new departments and their leaders. You'll discover how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities.Based on her 20 years of experience, Dona Vitale outlines:-- Characteristics needed by consumer insights specialists-- Techniques that help develop the insights-- Presentation tips to help a whole company get on board with new ideas.Ms. Vitale also presents an enlightening case study from Dunkin' Donuts brand that makes it crystal clear how consumer insights can contribute to bottom line success.If you would like to be the market leader in your category or your company, this book will guide you every step of the way.
 

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Contents

Where Does it Come From?
7
What It Takes and How to Get It
18
Taking DunkinDonuts
26
FIVE How Consumers Behave
45
SIX How Consumers Think
60
SEVEN How Consumers Talk
75
EIGHT Techniques for Understanding Lives and Lifestyles
89
ELEVEN Putting It Together with Meaning
137
Appendices
149
B Ten Steps for Making Consumer Insights Part
155
Index
163
Copyright

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About the author (2006)

Dona Vitale has been an independent qualitative research consultant since 1987 when she established Strategic Focus Inc. in Chicago. Since becoming a consultant she has conducted more than 2,000 focus groups, individual interviews, observational research, and ethnography projects for consumer products companies as well as a diverse group of cultural institutions, government agencies, and arts organizations.

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