Creative insight: the researcher's art
Auteur :
Durgee, Jeffrey R.
Éditeur :
Taylor & Francis Inc
ISBN :
9781887229265
Date de publication :
14 juil. 2005
Dimensions :
22,9 x 15,2 cm
Poids :
249 g
Langue :
Anglais
Pays d'origine :
USA
Combines practical advice for marketers and ad agencies with its own unique insights into what it takes to find the path to actionable consumer insights. This title offers advice on how to identify unspoken needs, understand product usage behaviours, and how to interview for maximum insight.