External

Customer Insights

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.

Author

Aila Khan; Mohammad Hossain; Sabreena Amin

Publisher

Western Sydney University

Year

2023

Source

Open Textbook Library

License

CC BY-NC

Language

EN

Category

Marketing