Market Research in Practice: A Comprehensive Guide to Customer Insight and Market Understanding

Master the evolving landscape of market research with this comprehensive guide that bridges traditional methodologies with cutting-edge digital approaches.

Market Research in Practice delivers an overview of the complete research process, from project conception to insight presentation, incorporating the latest developments in digital transformation and emerging research technologies.

This updated fifth edition provides a practical foundation in market research fundamentals while addressing challenges such as data privacy, survey reliability and remote collaboration. Author Paul Hague covers the rapidly evolving research landscape, exploring evolving consumer behaviour patterns and digital engagement, advanced frameworks for analyzing cross-generational attitudes and preferences and enhanced approaches to desk research and secondary data analysis.

Written by an industry expert with over 50 years of experience in market research, the book grounds theoretical concepts in real-world applications through fresh real-world examples from leading brands such as Adidas, Marks & Spencer, Grohe and General Motors. This essential guide includes practical templates, research tools and comprehensive resources for both practitioners and academics.

Whether you’re a student entering the field, an experienced researcher, or a business professional seeking reliable insights, this text provides an invaluable roadmap for navigating the modern market research landscape. The fifth edition of Market Research in Practice reflects the industry’s digital transformation while maintaining its commitment to fundamental principles that ensure research excellence. It remains the definitive guide for anyone looking to conduct effective, actionable market research in today’s dynamic business environment.

Paul Hague, based in Manchester, UK, is co- founder of B2B International. With over 50 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of B2B Customer Experienceand The Business Model Handbook, also published by Kogan Page.