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Innovation and Best Practice
for Business Success

Established 1967

Consumer Insight

Consumer Insight

How to Use Data and Market Research to Get Closer to Your Customer

Merlin Stone, Bryan Foss, Alison Bond


Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

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About the book

Part of the 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

Table Of Contents

    • Chapter - 00: Introduction – Merlin Stone, Bryan Foss, Alison Bond and Steve Wills;
    • Chapter - 01: What is database marketing? – Merlin Stone, Alison Bond, Bryan Foss and Mark Patron;
    • Chapter - 02: Using the database – Merlin Stone, Alison Bond and Bryan Foss;
    • Chapter - 03: How customer care and database marketing use customer insight – Merlin Stone, Alison Bond and Bryan Foss;
    • Chapter - 04: Customer relationship management (CRM) – Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby;
    • Chapter - 05: Consumer insight and market research – Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees;
    • Chapter - 06: Analysing computer data to get insight – Merlin Stone, Bryan Foss, David Selby and Julie Abbott;
    • Chapter - 07: Using consumer insight in developing and retaining consumers – Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman;
    • Chapter - 08: Sharing consumer insight – partnerships and loyalty schemes – Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman;
    • Chapter - 09: Privacy,risk, and good and bad consumers – Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman;
    • Chapter - 10: Consumer insight systems – Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison;
    • Chapter - 11: Organizing and managing consumer insight – Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronèl Schoeman

Book Details

About the Author

Bryan Foss

Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business.

Bryan works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM`s business relationship with the Prudential Corporation, world-wide, over a 6 year period. Previous experience in financial services also included a similar period working as IBM`s technical management contact with American Express Card and Travel services, supporting all non-US operations.

Qualifications include an Executive MBA from London City University Business School focused on financial services marketing & CRM, Chartered Marketer and Fellow of the Chartered Institute of Marketing (CFCIM), Post Graduate Diploma in Marketing (DipM), Chartered Engineer (C Eng. Information Systems) & Member of the British Computer Society (MBCS), with Certified Diploma in Accounting and Finance (C Dip AF. Certified Accountancy).

Bryan has represented IBM on the MBA advisory boards of City and Surrey Universities, is IT editor of the Journal of Financial Services Marketing and a co-author of the Policy Publications 'Close to the Customer' executive briefing series & Financial Times CRM report. Bryan contributed the Systems & Data chapter to the previously mentioned book Up close and personal? - CRM@work' and is a frequent presenter at CRM and Financial Services conferences in the UK and elsewhere.

Merlin Stone

Bryan Foss

Alison Bond

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