Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

by Lisa A Campbell

The Consumer Insight Classic. Clear and engaging - written by one of the top professionals in consumer insight. The book takes you through the process step by step - from Data to Information to Insight to Inspiration. This book is used worldwide by both students and professionals.

Genres: Business, Nonfiction

258 pages, Paperback

Published June 8, 2001

Reviews

[Patrick · Rating 3 out of 5]

This is a very simple book describing a fairly complex idea, and it was one of the texts I used when I instructed the Integrated Marketing Communications course at the University of Washington.

I'd score it higher if the text and illustrations weren't so large. I wonder if this would be an e-book if published today.

But still, durn good thinking here!

[Graham Lipsman · Rating 3 out of 5]

The first half of the book presents some helpful mental models for approaching brand and consumer insights in tandem. After that there's a digression into some concepts revolving around the ad industry itself and the specific jobs therein. That part was less relevant to me, and therefore far less interesting. Check out the first part and leave the rest unless you're in the industry.

[Tim Calkins · Rating 5 out of 5]

Understanding customer insights is incredibly important. This is the best book I've read on the topic. Lisa does a terrific job of highlighting the role of insight, how to identify one and how to use one.

[Kate Zirkle · Rating 5 out of 5]

Great book with great insight. This is probably the core of my knowledge on marketing and advertising.

[Chip Miller · Rating 5 out of 5]

This is an Account Planning handbook/workbook. The author provides a clear method for identifying the 'sweet spot' of the market.

[Trangneu · Rating 4 out of 5]

excellent book about customer insight

[Tanya Flores · Rating 3 out of 5]

Very clear and appallingly easy to read for a supposed text book. The typeface is gigantic, and a huge turn off. The organization is a bit unclear.

[Rodrigo · Rating 4 out of 5]

A classic! A little bit out-of-date, but easy-to-read, inspiring, insightful, full of knowledge and expertise, and really enlighting for anyone who may want to work in the advertising business.

[Alyse · Rating 3 out of 5]

Really simple and clear book---easy and fun read... if you are into advertising and learning to do it better. I read it for my account planning class.

[Deanna Schetselaar]

Refreshing in simplicity of a complex matter. Finding the consumer insight never seemed so reachable.

[Spencer Colvin · Rating 4 out of 5]

The concepts in this book are on a have-to-know basis for those in the advertising profession, however the book is not a must-read and is considerably dated.

[Kim · Rating 3 out of 5]

This book came recommended as part of a marketing insights seminar. There was a bunch of good advice, which mostly states the obvious, but would be a good read if one is not familiar with insights.

[Steve Coscia · Rating 3 out of 5]

This book helped me zoom in my customer's sweet spot. Wonderful insight.