Ten Key Customer Insights: Unlocking the Mind of the Market

By Robert Schieffer

Develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 158799206X
• ISBN13: 9781587992063
• Release Date: September 2005
• Publisher: South-Western Educational Pub
• Length: 272 Pages
• Weight: 1.33 lbs.
• Dimensions: 9.0" x 1.0" x 6.0"

Customer Reviews

Valuable insight into marketing best practices

Each of the chapters in this book are wonderfully written guides into the world of marketing research that if used properly will undoubtedly create value for your customers, and ultimately for your company. This book serves as an introduction piece into marketing research, and more importantly, an introduction to learning about your customers. Ten Key Customer Insights blends real world examples with industry best practices to help the reader understand the implications and benefits of using the covered topics in a proper manner. Personally, I felt that the chapters on Qualitative and quantitative research methods, user segmentation, brand positioning and the final section on building a customer insight focused company were the most valuable to me. I would high recommend this book to those interested in learning more about marketing in general.

All you need to know about market research

I read this as a student in Professor Schieffer's course but I could have just as easily read it for my own edification and enjoyment. He does a great job clearly articulating the fundamentals of marketing from segmentation to positioning using entertaining, concrete examples. For anyone looking for a deep dive into marketing, or to fill in some wholes from prior learnings, I would highly recommend this book.

Practical Guide to Market Research

One of the basic truths of marketing is that you can't make much headway until you really understand your customer. Market research is critical. Bob Schieffer's book is a terrific overview of this important area. The book is both insightful and practical. It balances entertaining stories with facts and figures; on one page you get a story about competition in the beer industry and on another page you get rough pricing for focus groups. This makes the book both readable and valuable. The book is broad in scope. It covers everything from focus groups to segmentation to conjoint studies. This makes it particularly useful; it provides a terrific overview of the field. Anyone looking to develop their skills in marketing and market research will benefit from reading this excellent book.

Good review book on market research

I loved this book. My copy is completely marked up with notes on the sides. We used it as a text book for Market research course at the Kellogg School of Management. I found it to be a good review book not only on market research but also other marketing topics. The author takes a holistic approach and has distilled the key takeaways from important materials published in the different areas of marketing. I especially loved Chapter-3 of the book where the author talks about how the subconscious drives our buying behavior and how to truely get to the bottom of the consumers intent to buy a product. Authors industry experience as the director of market research of Abbott Labs and Coors beer was helpful as he presents the issues with the practioner in mind. This is an excellent book, I strongly recommend it. It was an eye opener to me that good market research is more than statistics and should include some pyschological insights too.

Great introduction to Marketing Research

I purchased this book while I was taking a Marketing Research class with Professor Schieffer. The book draws upon much of the experience gained while working in the beer industry for Coors and in the medical diagnostics business with Abbott. This book takes a more qualitative approach to marketing research that is more valuable to an product manager or MBA student. It draws upon numerous real world examples to highlight techniques such as conjoint analysis, ZMET testing and analysis, and conducting useful focus groups. My biggest reservations with the book were that I received an advance copy and there were several typos and other format issues that still need to be cleaned up.