The Second Edition remains the only book to discuss both theory and
application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step
approach, designed for students considering advertising careers and for those currently working in the advertising
industry, this book explains what qualitative research techniques are designed to do and how they aid in uncovering
insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical
information and discussions on interviewing, projective techniques focus groups, and online/social media applications
positioned within a theoretical context of the value of qualitative research will bring the content from the pages
to the real world.