Every winter I get on a non-fiction reading kick. With the new(ish) year underway, now feels like a great time to think a bit about our industry and best practices, to catch up on methodologies and alternative approaches we should be thinking about, and to explore what other thought leaders are publishing.
Creativity and inspiration may not necessarily spark from dense textbook surveys of the market research landscape, but they’re a good place to start. There are two books I would recommend for anyone interested in what we do and how we do it:
- Ray Poynter’s The Handbook of Online and Social Media Research is a helpful introduction to online research, how it’s evolved over the past ten years, and how researchers reach out into the world in different ways to consult with consumers and business constituents in various categories. This book is a great place to start learning about marketing research and some of the newer and interesting ways in which consumer insights are being culled (social media, communities, etc.)
- Naresh Malhotra’s Marketing Research: An Applied Orientation, now in it’s sixth edition, is an excellent textbook for in-depth understanding of how market research can provide businesses with strategic value – exploring how insights from market research studies can be applied toward bigger picture business questions, hypotheses, and problems. This text is comprehensive, providing an overview of how many diverse market research methodologies contribute to feed into the channel of consumer feedback.
In addition to these resources, the field of psychology continues to contribute meaningful “food-for-thought” to market researchers. For a fifth (!) year in a row, Dan Ariely’s name and works have come up in our conversations around rational and emotional drivers for consumer behavior. Start with the famous Predictably Irrational, if you haven’t already, and if you find it engaging, follow his thinking through the more recent The (Honest) Truth About Dishonesty, on the shelves in many bookstores now.