Creative Insight

by Bruce H. Bendinger and Jeffrey Durgee

Book Overview

Today, leading-edge writers and researchers note the power of insight whilst great market research is often the search for new insight. Professor Durgee's book combines practical experience from top marketers and ad agencies with his own unique insights into what it takes to find the path to actionable insights. Durgee offers practical steps on the road to discovering them.

• Format: Paperback
• Language: English
• ISBN: 1887229264
• ISBN13: 9781887229265
• Release Date: July 2005
• Publisher: Routledge
• Length: 248 Pages
• Weight: 0.85 lbs.
• Dimensions: 1.3" x 8.5" x 11.0"

Customer Reviews

Where Qualitative Research meets Account Planning

Excellent summary, by an experienced practitioner, of ways to use qualitative research to re-position a product, change an advertising campaign or suggest new products. Simple, direct and amazingly brief exposition. Good examples. This will genuinely help people who want to conduct or commission research to meet the goals of the account planner.