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. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that 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. Guided by the author’s own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.

This book is a collection of cutting-edge essays by leading exponents of consumer research from Europe and America. Topics covered include: marketing in cyberspace, poststructuralism in marketing, semiotics and marketing and much more.

Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.

Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field. Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook′s history is a classic study of consumerism too. Editor′s Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today′s university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.

As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape, marketing scholars and practitioners find themselves grappling with the complexities of this ever-evolving terrain. The need for comprehensive insights into these facets of consumer psychology, coupled with ethical considerations in the digital realm, has become increasingly urgent. Traditional marketing strategies risk obsolescence without a deep understanding of these forces, and the lack of a unifying resource hinders the development of effective, responsible marketing practices. Globalized Consumer Insights in the Digital Era is a groundbreaking publication, crafted by leading experts in the field, which addresses the pressing issues surrounding contemporary consumer behavior. Covering diverse topics such as brand activism, AI ethics, digital retail trends, and more, this book provides a comprehensive and insightful exploration of the challenges facing marketers today. With contributions from esteemed scholars, each chapter offers a unique perspective, fostering intellectual dialogue and inspiring novel approaches to comprehend and navigate the complex interplay of factors shaping consumer attitudes.

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.

This volume presents papers that cover a wide gamut including immigrant consumption experiences, gift-giving, sharing, transgressive gender roles, attachments to special possessions in online games and real life, the homeless consumer experience, disposition of possessions, privacy, metaphor analysis, sustainable consumption, alcohol consumption, c

Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

"Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field." Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook's history is a classic study of consumerism too. Editor's Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today's university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.