Market Research and Consumer Insight – Book Launch - Robin J. Birn

Time: Doors open at 4:30pm | Speaker begins at 5pm
Location: Senior Common Room

Everyone is welcome! Whether you are a student, clinic alum, local business owner, corporate partner, or faculty member, we would love to see you there. Come for the insights, stay for the conversation.

The new book ‘Market Research and Consumer Insight’ explores how market research, consumer insight and data analytics inform and underpin marketing and communications planning.

Unlike other texts, this book considers how marketing research techniques are applied by marketing managers in practice to ensure more effective campaigns. It provides a holistic overview of the key developments within the field of market research, the main organizations, development of codes of practice and ethics, core concepts, frameworks and models.

Real- world examples and case studies are embedded through the text, demonstrating marketing and brand issues and business problems that use and apply data and research, both successfully and unsuccessfully. This text shows how to turn market intelligence into data-driven decisions, communications propositions, and campaign plans.

It is recommended reading for undergraduate, postgraduate and professional students studying Marketing Research, Digital Marketing Analytics, Marketing and Communications Planning, Management and Strategy. Online resources include PowerPoint slides and a Seminar discussion bank.

Robin is a marketing professional, management trainer, mentor and academic at St Mary’s University, Twickenham, UK. A Life Fellow and Life Member of the Chartered Institute of Marketing and The Market Research Society and member of the Academy of Marketing, Robin has worked with major brands in several industries both as a researcher and consultant for 50 years in the UK, the USA, Europe, Asia Pacific and South America. His experience was gained mainly in market research agencies and his own marketing consultancy working with major brands and small and medium- sized enterprises.

Robin is a British/US dual national born in the UK and is a Freeman of the City of London. He is author of several books and papers discussing specialist skills in using research to develop consumer insight and provide brands with marketing and communications propositions.

To secure a place, please email businessclinic@stmarys.ac.uk