Thirty years ago, when I first got into the book publishing business, it was an elitist occupation. Publishers met in smoke-filled board rooms and made decisions about what the reading public should read. It never occurred to them to ask the readers themselves.
However, as the new marketing director for a fairly successful imprint, I didn’t know any better. I naively decided to conduct a consumer research project. I wanted to know more about what influenced readers to buy our books. Was it an advertisement for the book, an interview with the author, merchandising in the store, or perhaps the simple recommendation of a friend? It seemed like an obvious question.
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