| Abstract: | This article reviews ways that commissioning editors in academic book publishing can better understand the end‐users of their products. It discusses available market resources, reports, and market research undertaken by other publishing companies and consultants, before going on to look at some of the existing internal sources that commissioning editors can draw on. It considers both qualitative and quantitative ways of testing and developing a commissioning editor's understanding of end‐users to improve market reach and customer satisfaction. The article concludes with a case study illustrating how one publisher used research on end‐users to improve its products and be more successful in the market. |
