Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer

Synopsis of Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer

«Consumer Insight» is the marketing guide by Merlin Stone, Bryan Foss and Alison Bond, published by Kogan Page in paperback (308 pages, in English).

Explains how to use database marketing and CRM to understand customers: who they are, what they buy and what they would like to buy, as well as what they think and feel. Shows how to plan and manage data to obtain useful information, with models and tools, and includes customer retention, data protection and insight systems.

Part of the Market Research in Practice series, linked to the Market Research Society's training programme. Originally published in January 2004.

Aimed at marketing and market research professionals, as well as students on Market Research Society training programmes.