Libros de Consumer
Insights
Consumer Insights – Desnudando la
mente del consumidor
www.consumer-insights.blogspot.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Specialized Textbooks
Lisa Fortini Campbell - Hitting the Sweet Spot: How Consumer Insights
Can Inspire Better Marketing and Advertising
Dona Vitale – Consumer Insights 2.0 How Smarter Companies Apply
Customer Knowledge
Merlin Stone, Alison Bond & Bryan Foss - Consumer Insight: How to
Use Data and Market Research to Get Closer to Your Customer
Gerald Zaltman - How Customers Think: Essential Insights into the Mind
of the Market
Gerald Zaltman y Lindsay Zaltman- Marketing Metaphoria: What Deep
Metaphors Reveal About the Minds of Consumers
Dan Ariely - Predictably Irrational: The Hidden Forces That Shape Our
Decisions
This is my Victor Gil y Felipe Romero – Crossumer: Claves para entender el
consumidor español de la nueva generación
preferred
http://www.crossumer.com/
booklist. Clotaire Rapaille - The Culture Code: An Ingenious Way to Understand
Hope you Why People Around the World Live and Buy as They Do
Martin Lindstrom - Buyology: Truth and Lies About Why We Buy
enjoy it!
Belén López Vásquez - Publicidad Emocional: Estrategias Creativas
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Hitting the Sweet Spot: How Consumer Insights Can Inspire
Better Marketing and Advertising
Lisa Fortini-Campbell’s career has been focused on
helping students and executives bring the customer to
the center of their marketing and product development
work. After receiving her Ph.D. in 1980, she worked in
the advertising industry until 1991, in positions in market
research, Account Planning, new business development,
client management and finally as General Manager of
the Chicago office of Hal Riney and Partners, a San
Francisco-based advertising agency.
In 2004, she accepted a position as Adjunct Professor of
Management at the Kellogg School of Management
where she continues her executive teaching work for the
university’s open-enrollment programs in Integrated
Marketing Communications, Consumer Insight Tools and
Branding, and programs customized for companies in a
wide variety of industries.
She opened her consulting practice, The Fortini-
Campbell Company, to conduct customer insight and
experience research for companies around the world
Fuente: Kellogg School of Management/ http://www.kellogg.northwestern.edu/Faculty/Directory/Fortini-Campbell_Lisa.aspx
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Hitting the Sweet Spot: How Consumer Insights Can Inspire
Better Marketing and Advertising
Lisa Fortini-Campbell provides insights on how to make
sure that your marketing and advertising efforts are truly
consumer driven.
The author contends the \"Sweet Spot\" is hit when there's
the right combination of consumer insight and brand
insight.
Her main focus is that marketing professionals need to see
the world through their customers' eyes.
Although quantitative information is essential, this book
stresses the importance of putting qualitative research
about the consumer at the center of our thought process.
To support her position and make it understandable,
Fortini-Campbell outlines 12 principles of consumer insight,
and, throughout her book, she gives specific case histories
from well-known marketing campaigns.
Fuente: Park & Company Advertising / http://parkandco.com/toybox/book8.php
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights 2.0
How Smarter Companies Apply Customer Knowledge
Dona Vitale explains the role of consumer insights
departments and their leaders, and how they
contribute to customer knowledge that goes far
beyond market research to help set strategy and
develop new business opportunities.
An excellent case study from Dunkin' Donuts
shows how this approach works in practice. Vitale
outlines character traits of the most effective
consumer insights specialists, techniques that help
develop the insights, and presentation tips to help
your whole company get on board with new ideas.
Fuente: Google Books
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: How to Use Data and Market Research to Get
Closer to Your Customer
Consumer Insight provides market researchers with
knowledge of database marketing and CRM techniques.
It explains what database marketing is and covers the
classic areas that marketers tend to focus on, such as:
knowing who your customers are, what they do, where
they are, what they buy and what they would like to buy.
It explores the psychological areas too - what customers
think and feel, what their objectives and strategies are
and how these influence how they behave.
The title also explains how to manage this process, and
how companies gain insight into their customers by
managing and using their customer data correctly.
Journal of Marketing Research \"A significant new book
focused on what to do with data and marketing research
to extract optimal intelligence”.
Graham Webb, Senior Programmes Manager,
Marketing, Sales & Retail, Park Lane College, UK \"A
wonderful tool for those working to make the most of
their customer data, this book could prove to be
essential in the competitive world of consumer
retention.\"
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

How Customers Think: Essential
Insights into the Mind of the Market
Despite the time and money spent on market
research through focus groups and questionnaires,
60 to 80 percent of all new products and services
fail.
Why do consumers often say one thing to
marketers, yet do something entirely different in the
market? Industry innovator Gerald Zaltman argues
that the answer lies in how the mind works.
When it comes to buying, 95 percent of the
decision-making process takes place in the
subconscious, yet traditional marketing methods
barely scratch the surface of thought.
In this book, Zaltman introduces a fresh way of
thinking and an unusual set of tools for digging
deeper into what he calls \"the mind of the market\" --
that complex interplay between the consumer's and
the marketer's thinking that determines the
commercial fate of anything new.
Building on research from neurology, sociology,
biology, and others, Zaltman reveals how people
really create meaning. Through eye-popping
examples, he illustrates how leading companies are
transforming these new insights into products and
services with unprecedented value to customers
Fuente: Google Books
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Marketing Metaphoria: What Deep
Metaphors Reveal About the Minds
of Consumers
Drawing on thousands of one-on-one
interviews in more than thirty countries,
Gerald Zaltman and Lindsay Zaltman
describe how some of the world's most
successful companies as well as small firms,
not-for-profits, and social enterprises have
successfully leveraged deep metaphors to
solve a wide variety of marketing problems.
With the profound advances in psychology
and neuroscience over the past two
decades, I'm convinced that now is the time
for practitioners to rewrite the 'principles of
marketing.' Marketing Metaphoria transforms
insights from the authors' research into a rich
framework that will help you think more
deeply about your consumers and develop
more innovative ideas for action
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Predictably Irrational: The Hidden
Forces That Shape Our Decisions
Irrational behavior is a part of human nature, but as
MIT professor Ariely has discovered in 20 years of
researching behavioral economics, people tend to
behave irrationally in a predictable fashion.
Drawing on psychology and economics, behavioral
economics can show us why cautious people make
poor decisions about sex when aroused, why
patients get greater relief from a more expensive
drug over its cheaper counterpart and why honest
people may steal office supplies or communal
food, but not money.
According to Ariely, our understanding of
economics, now based on the assumption of a
rational subject, should, in fact, be based on our
systematic, unsurprising irrationality.
Ariely argues that greater understanding of
previously ignored or misunderstood forces
(emotions, relativity and social norms) that
influence our economic behavior brings a variety of
opportunities for reexamining individual motivation
and consumer choice, as well as economic and
educational policy.
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Crossumer - Claves para entender el consumidor de la nueva
generación http://www.crossumer.com/
El texto se estructura en tres bloques diferenciados.
El primero de ellos, “Crossumer, (cómo es)”, nos
define a este nuevo consumidor. El término
crossumer, acuñado por los autores, es un acrónimo
formado por la fusión original de las palabras en
inglés cross (cruzar) y consumer (consumidor), con
el que se pretende enfatizar el carácter activo de
este nuevo consumidor, que cruza la línea que
separa al consumidor del productor.
El segundo bloque “Coolhunting 2.0 (cómo será)”
tiene un especial interés práctico para el profesional
de la investigación de mercados. El crossumer utiliza
de manera intensiva Internet, -con Google y la web
participativa (o Web 2.0) al frente-, para contrastar
información y comunicarse.
El tercer y último bloque se titula “Crowdsourcing
(aprovechar el rol activo)”. Crowdsourcing se refiere
al uso de las multitudes (crowd) como fuente
(sourcing) productiva, basada en principios de
autoorganización (Wikipedia, -definiciones-, Youtube
–videos-, Flickr-fotos-).
Fuente: Netquest Blog / Puede ver el artículo completo en: http://www.solucionesnetquest.com/actualidad/?m=200810
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

The Culture Code: An Ingenious Way to Understand Why
People Around the World Live and Buy as They Do
Marketing consultant and psychoanalyst Rapaille
takes a truism—different cultures are, well,
different—and expands it by explaining how a
nation's history and cultural myths are psychological
templates to which its citizens respond
unconsciously.
Rapaille intends his theory of culture codes to help
us understand \"why people do what they do,\" but the
\"fundamental archetypes\" he offers are just trumped-
up stereotypes.
Rapaille's successful consulting career is evidence
that he's more convincing in the boardroom than he
is on the page.
Amid the overheated prose and dubious factoids, it's
easy to overlook the book's scattered marketing
proposals and employee-management tips.
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Buyology: Truth and Lies About Why We Buy
How much do we know about why we buy? What
truly influences our decisions in today’s message-
cluttered world? An eye-grabbing advertisement, a
catchy slogan, an infectious jingle? Or do our
buying decisions take place below the surface, so
deep within our subconscious minds, we’re barely
aware of them?
In BUYOLOGY, Lindstrom presents the astonishing
findings from his three-year neuromarketing study,
a cutting-edge experiment that peered inside the
brains of 2,000 volunteers from all around the world
as they encountered various ads, logos,
commercials, brands, and products. His startling
results shatter much of what we have long believed
about what seduces our interest and drives us to
buy.
Filled with entertaining inside stories about how we
respond to such well-known brands as Marlboro,
Nokia, Calvin Klein, Ford, and American Idol,
BUYOLOGY is a fascinating and shocking journey
into the mind of today’s consumer.
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

The Art & Science of Interpreting
Market Research Evidence
This book provides the following 10-step guide to
the art and science of interpreting qualitative and
quantitative market research evidence and
successfully applies this to business decision-
making.
1. Analyzing the right problem
2. Understanding the big information picture
3. Compensating for imperfect data
4. Developing an effective analysis strategy
5. Establishing the interpretation boundary
6. Applying the 'knowledge filters’
7. 'Re-framing' the data
8. Presenting the research evidence as a
narrative
9. Facilitating informed decision-making
10. Learning from successful practice
This book is supported by a ten-module training
course consisting of a series of PowerPoint
presentation charts. This also includes case
studies that will be helpful to University lecturers
and those responsible for training new graduates
entering the market research industry, on either
the client or agency side
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Ten Key Customer Insights:
Unlocking the Mind of the Market
CUSTOMER INSIGHT will allow business
professionals to develop effective marketing strategies
and tactics, by gaining deeper insights into the
perceptions, needs, motivations and preferences of
their target customers.
Companies that implement these strategies and tactics
can expect to attract and retain more customers, grow
their share of market, increase the productivity of their
marketing efforts, and increase their profitability.
Robert Schieffer has 30 years of experience in
Marketing Research Management positions in leading
corporations, in both the Consumer Packaged Goods
industry as well as the Healthcare industry. Deep
experience was gained in both B to C and B to B
Marketing.
During those 30 years, including the Kellogg School of
Management at Northwestern University. This overlap
between academia and industry has helped the author
stay current on marketing concepts and tools, as well
as to test the power of these concepts and tools in the
business world.
This exposure to both the business world and to the
academic world has provided the author with the
unique perspective and applying this work in industry to
help companies like Adolph Coors and Abbott
Laboratories succeed.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Branding Emocional: El nuevo paradigma para
conectar las marcas emocionalmente con las
personas
\"Desde la perspectiva del branding
emocional, el diseño debe responder a
las necesidades emocionales de la
gente y a su deseo de placer sensorial.
Esta labor requiere pasión, honestidad
y sobre todo una voluntad de mejorar
el mundo en el que vivimos. - ¿Le
suena como algo utópico y radical? -
Pues pregunte a las personas en la
calle, a la gente de todos los dias.\"
\"Aquel que quiera vender desde el
miedo, fracasará.\"
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Lovemarks: The Future
Beyond Brands
Roberts, the New York-based CEO
Worldwide of Saatchi & Saatchi, believes
that his Love brand will change
businesses, and this boldly designed
volume showcases his argument that
through Love, business will connect
more deeply with consumers.
\"I was born an optimist,\" Roberts begins.
\"I always looked for opportunities where
others faced up to threats or
weaknesses. I believed if you were going
through hell the only option was to keep
going!\" And that sentiment runs
throughout his book.
In Lovemarks, Kevin Roberts delves
deep into what mysteries lie behind the
long-term success and unwavering
customer loyalty for a can of Coke or a
pair of Levi's, ultimately concluding that
Love is the answer, and without some
emotional connection to a product, it will
dry up like a generic raisin in the sun.
http://www.lovemarks.com/
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Publicidad Emocional:
Estrategias Creativas
Un Libro que recoge los
conceptos de insights
del consumidor y valor
simbólico del producto.
Concibe los insights
como apelaciones
emocionales.
Disponible para lectura
en Google Books!
http://books.google.com/books?id=1Ia7vW5HP1MC&pg=PA42&lpg=PA42&dq=%E2%80%9CEl+viejo+marketing+no+volver%C3%A1+a+funcionar%E
2%80%9D&source=web&ots=AkPsQ5vpOX&sig=c9Kxu-6rjekeFyyeEqBekyFsG3s&hl=es&sa=X&oi=book_result&resnum=6&ct=result#PPP1,M1
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Qualitative Market Research:
A comprehensive guide
Excelente texto sobre el tema, muy exhaustivo,
que incluye:
Fundamentos filosóficos de la investigación
cualitativa (Max Weber, George Simmel, el
interaccionismo simbólico, la femenología, etc).
Un capítulo detallado sobre las Aplicaciones
Frecuentes de la Investigación Cualitativa
(familiarización con el consumidor, generación de
ideas, positioning & branding studies, naming &
packaging evaluations, advertising copy, attitude
& usage studies, satisfaction studies, etc)
Análisis detallado de técnicas de investigación
cualitativa (Life Story, Content or Text Analysis,
Ethnographic & observational research, creativity
sessions, dyads & triads, etc)
Análisis detallado de las técnicas proyectivas
(imaginative & creative exercises, incomplete
stimuli, sorting & ranking exercises, stimulating
the senses, mapping exercises, laddering &
benefit chains, idea development techniques)
Un imperdible!!
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Ethnography for Marketers: A
Guide to Consumer Immersion
\"Ethnography for Marketers: A Guide to
Consumer Immersion provides a good primer
for market researchers wishing to engage in
ethnographic fieldwork.
It offers useful background and practical
guidance on conducting ethnographic
fieldwork in an easy-to-read and enjoyable
style...
He [Hy Mariampolski] is at his best when
describing how to design and carry out
ethnographic projects. The stories he tells
from his own market research practice make
the text a rich learning experience for
readers...
Ethnography for Marketers: A Guide to
Consumer Immersion is a welcome addition to
qualitative market research bookshelves from
a guru with a wealth of professional
experience.\"
Fuente: Amazon.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Cristina Quiñones D.
Master en Administración Estratégica de Empresas. CENTRUM School of Business,
Pontificia Universidad Católica del Perú.
Master of Business Administration in General and Strategic Management , Maastricht
School of Management, The Netherlands.
Licenciada en Psicología Social, con especialización en Psicología del Consumo.
Pontificia Universidad Católica del Perú.
Especialista en Ciencias Publicitarias, Instituto Peruano de Publicidad.
Consumer Insights Manager Perú y Western Andean Region (Perú, Ecuador y
Colombia) en KRAFT FOODS (2005-2007) a cargo de las categorías de refrescos,
postres, chocolates y galletas.
Directora de Proyectos Senior de Arellano Investigación de Marketing (1999-2005), a
cargo de clientes como 3M, Pepsico, Alicorp, Maquinarias, AVON, Megaplaza, etc.
Analista de Investigación de Investigadores y Consultores en Mercadeo ICOM (I996-
1998) y Asistente de Investigación en SAMIMP (1995-1996).
Profesora del Programa de Especialización para Ejecutivos (PEE) en Consumer
Insights y el lanzamiento de nuevos productos, del PADE de Marketing y de la Maestría
de Marketing. Universidad ESAN (Lima-Perú).
Profesora del curso de Psicología del Consumo y Psicología de la Comunicación Social
en la Pontificia Universidad Católica del Perú. Departamento de Psicología (Lima-Perú).
Autora del blog en psicología del consumo: www.consumer-insights.blogspot.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights – Desnudando la mente del consumidor
MBA Cristina Quiñones
Consumer Insights Consultant & Researcher
Calle Madrid 455 Dpt 302 Miraflores
Lima 18 – Perú
Phone (511) 447-2916
Cell Phone (511) 9-9346-5242
cristinaq@consumer-insights.com.pe
www.consumer-insights.blogspot.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe