Description
Book SynopsisClaire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.
Trade Review"'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big "AHA" moment more quickly and more frequently than any other insights professional I have worked with.'" * Mic Zavarella, Senior Director, Marketing, PepsiCo *
"'This book is a refreshing antidote to the over-reliance on "big data" in today's consumer insights world. Claire has graciously shared her excellent techniques for discovering truly actionable insights. Consumer research textbooks typically have given short shrift to qualitative research methods; this book doesn't do this and is a great resource for students and practitioners alike.'" * Nicki Shovar, Instructor, Marketing Research Methods, UC Berkeley Extension; former Director of Consumer Research, Ubisoft *
"'This is a well-written book that combines evidence, practical examples and case studies, enabling the reader to gain insight into some of the inner drivers and subconscious motives behind decision making. Even non-profits exist in a dynamic world with lots of competition for resources and leaders need to be able to put themselves into the shoes of the people they want to influence and serve. As a leader of a global mental health non-profit advocacy organization, the issues, concepts and ideas presented in
Marketing with Strategic Empathy resonate profoundly with what I have observed and experienced - there is much to learn from this book and applying the concepts will enrich non-profit leaders and their organizations.'" * Professor Gabriel Ivbijaro, President, World Federation for Mental Health; Chair, World Dignity Project *
"Claire is one of the most insightful people in the insights business.
Marketing with Strategic Empathy avoids the typical abstract pontificating and gives us real,tangible,she-was there examples of how insight scan lead to richer consumer connections. Her book helps clients and creative people alike understand the mysteries of consumer(human)behaviour." * John Robertson, Simpler&Simpler strategic branding and ad agency *
"'This is a brilliant guide for anyone in the position of understanding consumers and shoppers. Claire does a beautiful job of weaving together academic theory with sheer wisdom that only comes from deep field experience. I'm personally equipping everyone in our team with this book.'" * Chris Tjaden, Director of Strategy and Insights, 10 Red Design *
"Brooks shows that no amount of computerized research data is a substitute for empathy; understanding your customers' feelings and motivations. A product's functions are important, but often the feelings they generate are even more so. This book shows how to gather, process, and activate insights on empathy to use in strategic planning." * P. G. Kishel, Cypress College *
Table of Contents
- Section - 01: Why marketing strategists need empathy;
- Section - 02: Strategic learning frameworks: needs, emotions, culture and decision-making;
- Section - 03: Reshaping the marketing strategy template, based on Strategic Empathy;
- Section - 04: The Strategic Empathy Process for marketing strategy formation: overview;
- Section - 05: The Strategic Empathy Process Phase One: Immerse – immersive research methods;
- Section - 06: The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques;
- Section - 07: The Strategic Empathy Process Phase Two: Activate insights into strategy;
- Section - 08: The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning;
- Section - 09: The Strategic Empathy Process in a non-profit organization
