Robin J Birn, Senior Lecturer in Marketing at St Mary’s University, has launched a new book exploring how market research, consumer insight and data analytics can inform marketing and communication strategies.
Market Research and Consumer Insight (Routledge, 2026) examines how marketing professionals use research techniques to understand consumers, address business challenges and develop more effective marketing campaign.
Drawing on real-world examples, case studies and brand challenges, the book explores how organisations use data to inform their decisions, highlighting both successful approaches and instances where research has been applied less effectively.
It also considers how market intelligence can be translated into actionable insights, compelling marketing and communication strategies, and evidence-based campaign plans.
Designed for students studying Degrees including market research, digital marketing analytics, marketing and communications planning, management and strategy, the book provides an overview of key developments in market research. It explores the discipline’s core concepts, frameworks and models, alongside professional practice, organisational approaches and ethical considerations.
Robin J Birn said: “Progressive consumer insight is defined in this book for the first time and should be celebrated, as I believe it will lead marketing and communications decisions into another successful era for the marketing profession. It will improve the professional approach to marketing management and contribute to more successful marketing and communications campaigns”.
Market Research and Consumer Insights can be ordered for an e-Book, Hardback and Paperback.
About the Author
Robin J Birn is a marketing professional, management trainer, mentor and academic at St Mary’s University.
A Life Fellow and Life Member of the Chartered Institute of Marketing and The Market Research Society, as well as a member of the Academy of Marketing, Robin brings 50 years of experience working with major brands and small and medium-sized enterprises (SMEs).
His career has spanned the UK, US, Europe, Asia-Pacific and South America, primarily through market research agencies and his own marketing consultancy. He has worked with organisations across a range of industries, both as a researcher and a consultant.
Robin is the author of several books and papers exploring specialist skills in using research to develop consumer insight and provide brands with marketing and communications propositions.