Customer Insights

Aila Khan

doi:10.26183/rdpk-9z71

Customer Insights

Research output: Book/Research Report › Authored Book

Abstract

Increasingly, the concept of marketing research is being replaced with the term 'customer or consumer insights'. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective. (The 2nd edition of the book can be accessed here: https://oercollective.caul.edu.au/customer-insights/)

Original language	English
Place of Publication	Penrith, N.S.W.
Publisher	Western Sydney University
DOIs	https://doi.org/10.26183/rdpk-9z71
Publication status	Published - 2022

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10.26183/rdpk-9z71

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AB - Increasingly, the concept of marketing research is being replaced with the term 'customer or consumer insights'. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective. (The 2nd edition of the book can be accessed here: https://oercollective.caul.edu.au/customer-insights/)

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Customer Insights

Abstract

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