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

Front Cover
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-than-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, and 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. --Publisher.

From inside the book

Contents

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

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