The Consumer Insights Handbook
Using Audience Research to Make Smart Decisions
$99.03
- Paperback
304 pages
- Release Date
9 July 2026
Summary
A practical and accessible approach for how to plan for and complete a consumer insights research project from the initial request for proposal (RFP) to the final presentation of findings, this second edition handbook features new real-world examples and techniques and a new chapter on the uses of the latest research technologies and AI.
Danielle Sarver Coombs flips the typical model presented in research methods textbooks to emphasize that data should be used to understand people as …
Book Details
| ISBN-13: | 9798881807474 |
|---|---|
| Author: | Danielle Sarver Coombs |
| Publisher: | Bloomsbury Publishing PLC |
| Imprint: | Bloomsbury Academic |
| Format: | Paperback |
| Number of Pages: | 304 |
| Edition: | 2nd |
| Release Date: | 9 July 2026 |
| Weight: | 620g |
| Dimensions: | 22mm x 178mm x 252mm |
Critics Review
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. – Evan Bailey, Kent State University, USA
Using a reassuring and conversational tone, Coombs transforms what is often perceived as dense and dry academic research methods into a practical, creative, and industry-informed process. Research methods and capstone courses will find this text a perfect fit, seamlessly bridging the gap between foundational communication methods and real-world consumer insight research designs. – Melissa Yang, Professor and Department Lead of Communication, Endicott College, USA
Danielle Coombs remains at the forefront of consumer insights research. This updated edition thoroughly guides students through every step of the research process, providing them with the knowledge and skills they will need to be successful in the classroom and beyond. – Kathryn D. Coduto, Assistant Professor of Media Science, Mass Communication, Advertising, and Public Relations, Boston University, USA
This book is an excellent primer for advertising and public relations students, offering a clear introduction to research methods that is grounded in professional practice. – Julie O’Neil, Professor and Associate Dean, Texas Christian University, USA
Danielle Sarver Coombs
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.
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