Know Your Customer: Using Marketing Research to Drive Business Insights

Business education continues to undergo a radical transition from that of a theoretical orientation to one of practical real-world content to provide students a running start upon graduation. It is critical for students to have the right tools in their own personal skill “toolbox” so that they can be effective contributors on day 1 of employment.

Know Your Customer: Using Marketing Research to Drive Business Insights examines marketing research from a practical perspective. It presents topics through the lens of real-world examples and challenges that are confronted daily by marketing research professionals.

With 30 years of experience in marketing research, brand management, and an award-winning marketing educator and author, Timothy Halloran delivers a practitioner-oriented marketing research textbook that, while grounded in theory, provides students not just the skills needed to make an impact on their first day, but also remain a go-to reference book for ongoing challenges that they will likely encounter.

Know Your Customer: Using Marketing Research to Drive Business Insights will take the approach of positioning the marketing researcher as a core member of the management team. The book will introduce material through the lens that insights are tools to assist in solving business challenges.  

This book is different from others – its content is designed to prepare your students with tools needed to succeed in the marketplace. Specifically, the book features the following: 

• Real world case studies (and data!) – Students will be introduced to Blueberry Boost, a fictional super fruit juice brand that faces multiple challenges. The brand’s story will permeate throughout the textbook and offer the types of scenarios and data that your students will encounter in future roles. Blueberry Boost will bring the entire marketing research process to life – from setting research objectives through methodology identification, questionnaire/tool design, data collection, data analysis, and data reporting.
• Interviews with practitioners – Unique perspectives from marketing research analysts will be leveraged to demonstrate how integral marketing research is to 21st century business. Common marketing questions and processes to address –Distinctive methodological challenges such as a) new product development, b) creative assessment (e.g., advertising, logos, promotions, etc.), c) brand positioning, d) brand trackers/A&U studies, and e) A/B experiments will be combined with the traditional navigating of the marketing research process.
• Qualitative research deep dive – A deep dive into qualitative research including methodologies that incorporate modern technology (e.g., Zoom focus groups, smartphone ethnographies, etc.) and introductions to multiple projective techniques to generate deeper insights will be integrated into the textbook. Instructor guidelines on how to conduct a in class mock focus group will also be provided.

Order your instructor copy of Know Your Customer: Using Marketing Research to Drive Business Insights today to support your course objectives and provide your students with a real world marketing insights education!