A Marketer’s Guide to Emerging New Methods is for marketers who rely on market research to make important decisions.
It focuses on research methodologies that are aligned with what neuroscience research has taught us about consumer purchase behaviour. Each chapter has been contributed by an expert in the field and highlights the strengths and weaknesses of various methodologies, typically using case examples to illustrate applications. They demonstrate that the emerging methodologies tend to be neither more expensive nor time consuming than traditional methods, but can deliver more reliable and actionable results. If you are a user of market research you will find this book both relevant and illuminating.