1. Introduction and overview
A brief history of account planning
The role of research in the day-to-day activities of account planners
Stages of account planning
Account planning as part of the overall marketing effort
Organization of this book
2. A qualitative view of the world
Inside the qualitative world
Analysis of qualitative data
Multiple versus mixed methods
3. Ethnographic methods for advertising research
General issues with participant observation studies
General issues with panel studies
4. Listening to consumers
The qualitative interview
Characteristics of qualitative interviewing
Getting ready to interview
Analyzing the transcripts
When you can't gain access to the Natural setting
Clarifying the social role of qualitative interviewer
5. Projective and elicitation techniques
History of projective techniques
Types of projective techniques
Advantages and disadvantages of projective techniques
6. Qualitative research online
Focus groups and interviews
Planning the group and the role of the moderator
7. Using research to inspire great creative work
Writing and presenting the creative brief
The role of the account planner
The role of the creative brief
The basics of the creative brief
The language of the creative brief
Assessing the creative brief
Enhancing the creative brief
Finding the most compelling way to deliver the strategy
8. Balancing ideals and real-world constraints
Redundancy and budget constraints
cost-effective research based on client rosters
Using multiple researchers to save time
Getting permission to ask the questions you need and avoiding questions you don't
9. Evaluating the work of planners and parting thoughts
How it is and how it should be
Evaluation measures used in award-winning planning
Thoughts on building your toolbox.
