Consumer Insight
Published With: Market Research Society
Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.
Part of the new Market Research in Practice series – essential guides for the burgeoning Market Research Society training and qualifications programme.
Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where customers are, what they do, what they buy and what they would like to buy. It also explores how customers’ thoughts, feelings, objectives and strategies influence their behaviour.
The book also explains how companies gain insight by managing and using their customer data correctly. Packed with the latest models, tools and research findings, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.
Key content includes:
what is database marketing?;
how do customer care and database marketing use consumer insight?;
consumer insight and marketing research;
analysing consumer data;
development and retention of customers;
data protection, risk, good and bad consumers;
consumer insight systems;
managing consumer insight.
REVIEWS :“Provides precise definitions of fundamental concepts… enables
readers to focus on substantive issues rather than on the conceptual
ambiguity that has plagued the field since its inception.”
Journal of Marketing Research
“A significant new book focused on what to do with data and
marketing research to extract optimal intelligence. The authors provide
a much-needed guide to help you understand the analytic parameters of
data and marketing (customer) information and offer welcome advice to
companies that are being asked to leverage critical information assets
and investments.”
www.longwoods-intl.com
“Explains how a company or organization can use consumer insight
to improve or transform its marketing and customer service.”
Journal of Economic Literature
“Casts a wide net, looking beyond the
“mere” measurement of
satisfaction and exploring how customer insights are obtained.”
Quirk’s Marketing Research Review
Paperback, 288 Pages, Dimensions 234 x 153 MM Language English.
1. What is database marketing?
2. The uses of database marketing
3. How customer care and database marketing use customer insight
4. Customer relationship management (CRM)
5. Consumer insight and market research
6. Analyzing consumer data to get insight
7. Using consumer insight in developing and retaining consumers
8 Sharing consumer insight – partnerships and loyalty schemes
9. Privacy, risk, and good and bad consumers
10. Consumer insight systems
11. Organizing and managing consumer insight
Professor Merlin Stone is one of the UK’s top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.
He is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Up Close and Personal – CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK’s Chartered Institute of Marketing listed him in 2003 as one of the world’s top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK’s Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.
He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.
Bryan is an independent non-executive director (NED) and board level adviser. The majority of his work is in Business-to-Business marketing and sales, including Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, academic and professional roles including as a B2B Council Member and B2B advisor to the Managing Director of the Institute of Direct Marketing.
He also provides retained board level advice to businesses creating innovative marketing and sales services for industry, these are often technology based and provide solutions deployed by large scale B2B organisations. Areas of operation include market research, customer experience management, partner management etc – in particular helping business boards to understand how the B2B customer views their core purpose and the transition efforts required to deliver the required customer experience and business results.
Bryan is also a Non-Executive board Director at a major UK government department, an Audit Committee member and Chair of Client Standards (for operations accuracy, complaints and appeals). In addition he has been appointed as external adviser to the CEO and programme board of a 3 year £250m Operational Improvement Programme (OIP) project, which includes substantial staff and process change, also web, contact centre and IT systems improvements.
Bryan was previously an IBM worldwide banking board member (board turnover in excess of $45bn pa) and executive working with very large and complex B2B transformation projects especially in US, European, Chinese and Asean companies, where unique and complex sales, service and retention challenges have arisen.
Bryan has co-authored six Kogan Page business books with Professor Merlin Stone and others and is recognised globally for his cross-industry work on key account management, customer insight, customer experience management, marketing and sales technologies and board effectiveness. He continues to write regularly for online publications.
Bryan’s post MBA (City University, London) qualifications include Fellow of the Chartered Institute of Marketing (FCIM), Diploma in Marketing (DipM), Member of the Institute of Direct Marketing (MIDM), Fellow of the British Computer Society (FBCS), Chartered Engineer (C Eng) and Chartered Information & Technology Professional (CITP). In addition Bryan holds the Certified Diploma in Accounting and Finance (CDipAF), is a Freeman of the City of London and Liveryman of the Worshipful Company of Marketors and is studying for the Diploma in Company Direction and as a Chartered Director.
Bryan can be contacted at bryanfoss@gmail.com or on 07802 214361, his business website is www.fossinitiatives.com
Alison Bond is a director of The Halo Works Ltd, a research and insight consultancy specialising in researching and implementing the outcomes and benefits of products and services.