Consumer Insights Handbook

Danielle Sarver Coombs is Associate Professor in the School of Business at Ravensbourne University London, UK. She is an author, media commentator, and consultant on areas related to sports, politics, and politics of sport. Prior to joining Rave, Danielle was a professor at Kent State University, USA and a consumer insights researcher and brand consultant in New York and Cleveland, working on a wide range of high-profile brands in media, fashion, consumer packaged goods, and nonprofits/public service.

• List of Figures and TablesAcknowledgementsPrefacePart I: Preparation1. Introduction and Overview2. Working with Clients3. Using Emerging Technologies in Consumer Insights Research4. Secondary Research and Analysis5. Applied Research EthicsPart II: Qualitative Research6. Qualitative Research Design and Considerations7. Qualitative Data Collection8. Using Creative Exercises for Deeper Insights9. Qualitative Data Analysis and ReportingPart III: Quantitative Research10. Quantitative Research Design and Considerations11. Quantitative Data Collection 12. Quantitative Data Analysis and ReportingPart IV: Reporting Findings13. Writing Your Report14. Developing (and Designing) Your Deliverable15. The Client PresentationGlossaryReferencesIndexAbout the Author

The Consumer Insights Handbook is one of the most approachable and practical research texts I’ve ever taught from. It demystifies research for students, grounding methods in real-world application while reducing anxiety around the process. My students consistently describe it as both engaging and empowering.