September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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08 Turning data into inspiration
Audience research sounds easy enough – just figure out what people want, right? But people are weird, irrational and rarely say what they actually think. Here’s how top marketers figure out what makes people tick and click.
‘It’s very hard to get to know a consumer on a PowerPoint presentation,’ says Lex Bradshaw-Zanger, and this is echoed by Becky McOwen-Banks, who says, ‘I think decks are just a place to hide’. It’s annoying that the cold, silent digital data that is so abundant and at our fingertips is really just the shadows of people and that unearthing truth from quantitative research is time consuming, expensive and problematic.
But that is the nature of research, and in this chapter we will dig into ...
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