The chapters in this volume have been selected from the best papers presented at the 9th Annual Consumer Culture Theory Conference held at the home of Aalto University in Finland in June 2014. The theme of the conference was Mapping Consumer Culture. The diverse interpretive research and theory
represented in this volume provides the reader with intellectually stimulating opportunities to examine the intersections between a variety of theories and methods that represent the cutting edge in consumer research. These studies draw on an array of qualitative methodologies including ethnography,
netnography, narrative and visual analysis, phenomenology, and semiotics. The substantive topics represent crucial issues for our times including understanding and navigating cultural diversity and cultural perspectives on co-creating market value.
Anastasia E. Thyroff, Jeff B. Murray, Russell W. Belk
£119.99
Book + eBook
The chapters in this volume are selected from the best papers presented at the 10th Annual Consumer Culture Theory Conference held at the University of Arkansas, USA in June 2015. The diverse interpretive research and theory represented in this volume provides the reader with intellectually
stimulating opportunities to examine the intersections between a variety of topics that represent the cutting edge in consumer research. These studies draw on an array of qualitative methodologies and the substantive topics represent crucial issues for our times.
Nil OzcaglarToulouse, Diego Rinallo, Russell W. Belk
£113.74
Book + eBook
The chapters in this volume are selected from the best papers presented at the 11th Annual Consumer Culture Theory Conference held in Lille, France in July 2016. The diverse interpretive research and theory represented in this volume provides the reader with intellectually stimulating opportunities
to examine the intersections between a variety of topics that represent the cutting edge in consumer research. These studies draw on an array of qualitative methodologies and the substantive topics represent crucial issues for our times.
This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. Reviews have been written for impact on marketing
thought and clearly articulate the significance, and present critical perspectives and integrated theories on marketing for sustainability. This special issue features contributions from several top scholars including former editors of top journals in marketing.
COMMENDED: Business Book Awards 2018 - Thought Leader CategoryToday, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola, Tesco
and Google, now use neuroscience research and theories to optimize their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer
engagement through their website, and boost profitability. Neuro Design emphasizes the importance of understanding consumers' non-conscious reactions to design and how brands can use them to improve performance, and increase the credibility and persuasiveness of their content. Including practical
methods such as neuro-research for testing websites, plus real world case studies from P&G, Coca-Cola, Google and neuroscientific advertising for Nielson, this is the essential handbook for any marketer looking to improve engagement with their creative graphic content. Also covering visuospatial
resonance, banner blindness, visual saliency, the Gestalt Psychology Model, the halo effect and much more, Neuro Design will equip any marketer with the design techniques they need to engage with consumers. Online resources include web links to inspiring reading, and further website resources.
New Perspectives in luxury branding is a collection of key articles in this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain:- The influence of social media on the building of luxury
brands- The effect of the consumption of counterfeit luxury goods on identity- The value of brand extension as a strategy in regards to luxury fashion brands
This volume covers such topics as varieties in governance reform and political constraint and policy choices in the field of research in consumer behaviour.
Many businesses are based on creating desirable experiences, products and services for users. However, companies often fail to consider the end user - the consumer - in their planning and development processes. How can marketing practitioners effectively understand their customers and create
products and services that work for them? This book has the answers.
User experience research, also known as UX research, focuses on understanding user behaviours, needs and motivations through a range of observational techniques, task analysis and other methodologies.
User Research is a practical guide that shows readers how to use the vast array of user research methods available. Written by one of the UK's leading UX research professionals, readers can benefit from in-depth knowledge that explores the fundamentals of user research.
Covering all the key research methods including face-to-face user testing, card sorting, surveys, A/B testing and many more, the book gives expert insight into the nuances, advantages and disadvantages of each, while also providing guidance on how to interpret, analyze and share the data once it has
been obtained. Now in its second edition, User Research provides a new chapter on research operations and infrastructure as well as new material on combining user research methodologies.
About Stephanie Marsh
Stephanie Marsh (she/they) is a leading UX research professional and currently UX Research Operations Lead at Springer Nature. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was also
previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events. She is based in
London.
Table of contents
Chapter - 01: Introduction - Why is user research so important?;
Section - ONE: The fundamentals - What good research looks like;
Chapter - 02: Planning, objectives and legalities in user research;
Chapter - 03: Best practice in user research - Who, what, why and how;
Chapter - 04: Managing user research logistics - Agencies, facilities and contracts;
Section - TWO: Selecting and using user research methods;
Chapter - 05: Usability testing - Observing people doing things;
Chapter - 06: Content testing - What do people think your content means?;
Chapter - 07: Card sorting - Understanding how people group and relate things;
Chapter - 08: Surveys - How to gauge a widespread user response;
Chapter - 09: User interviews - Understanding people's experience through talking to them;
Chapter - 10: Diary studies - How to capture user research data over time;
Chapter - 11: Information architecture validation - Does the structure of your information work for your users?;
Chapter - 12: Ethnography - Observing how people behave in the real world;
Chapter - 13: Contextual inquiry - Interviewing people in their own environment;
Chapter - 14: A/B Testing - A technique to compare different options;
Chapter - 15: Getting the best out of stakeholder workshops;
Chapter - 16: Guerrilla research - Running fast-paced research in the real world;
Chapter - 17: How to combine user research methodologies;
Section - THREE: Analyzing and presenting your data;
Chapter - 18: Content analysis - A method of coding and making sense of your qualitative data;
Chapter - 19: Affinity diagramming - Understand your data through identifying its themes;
Chapter - 20: Prioritizing issues and user needs - What’s important and what to work on next;
Chapter - 21: Making recommendations - How to make your research findings actionable;
Chapter - 22: Creating executive summaries and detailed reports to present results;
Chapter - 23: Using video playback to present your research results;
Chapter - 24: Using personas to communicate user characteristics and behaviours;
Chapter - 25: Using mental models to visualize how users think and identify opportunities;
Chapter - 26: Using journey and experience maps to visualize user research data;
Chapter - 27: Using scenarios and storyboards to represent the user journey;
Chapter - 28: Using infographics to translate numerical and statistical data;
Chapter - 29: How to recommend changes to visual, interaction and information design;
Chapter - 30: Conclusion