chapter4 - Chapter 4: Uncovering Insights The Basis for...

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Chapter 4: Uncovering Insights The Basis for Effective Creative Work
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Four steps to finding insight 1. State your questions 2. Dig through secondary sources 3. Conduct primary research 4. Interpret the data
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Step 1: Some questions to ask Who is the brand leader? What are the industry trends? What do current customers feel about your brand? Its competitors? What is the profile of your current customers? Potential customers? Refer to your book for other questions
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Step 2: Secondary sources Information that already exists: Company records Trade associations Library reference materials
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Valuable library resources County and City Data Book Statistical Abstract of the United States Syndicated market data including: *MediaMark Research Inc. *Nielson National Marketing Survey *Simmons National Consumer Survey Others listed in your book
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Provides information on consumer usage behavior for: All major media More than 450 product categories
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chapter4 - Chapter 4: Uncovering Insights The Basis for...

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