Consumer.Ology : The Market Research Myth, the Truth About Consumers and the Psychology of Shopping
By Philip GravesMarket research is a myth. Philip Graves, one of the world's leading experts in consumer behaviour, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. "Consumer.ology" exposes some of the most expensive examples of research-driven thinking clouding judgement, experience and evidence - from New Coke to General Motors, from Mattel to the Millennium Dome - and instances of success through ignoring market research, such as Baileys and Dr Who. It also shows organizations the tools they should be using if they want to understand their customers. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behaviour.
Along the way, he reveals why the current practice of market research is a false science, why we often don't buy what we say we will, and how to understand consumers better than they do themselves. After reading "Consumer.ology" business leaders and politicians will never look at market research in the same way again.
show more
Book details
- Hardcover
- 288 pages
- English
- 1857885503
- 9781857885507
About Philip Graves
philip graves was Read More about Philip Graves
More Books By Philip Graves
People who bought this also bought
The Fox That Got away : The Last Days of the Zanuck Dynasty at Twentieth Century-Fox
Used Book
Once a Catholic: Prominent Catholics and Ex-Catholics Discuss the Influence of the Church on Their Lives and Work
Used Book
The Kabul Beauty School : An American Woman Goes Behind the Veil by Deborah Roriguez
New Book
One Day My Soul Just Opened Up: 40 Days and 40 Nights Toward Spiritual Strength and Personal Growth
New Book
Listening to Prozac: A Psychiatrist Explores Antidepressant Drugs and the Remaking of the Self
Used Book
Start Becoming a Good Samaritan Participant's Guide: Six Sessions
Used Book
Crimes Against Nature: Squatters, Poachers, Thieves, and the Hidden History of American Conservation
Used Book
Low-fat Living : Turn Off the Fat Makers, Turn on the Fat Burners for Longevity, Energy, Weight Loss, Freedom from Disease
Used Book
Eight Weeks to Optimum Health: A Proven Program for Taking Full Advantage of Your Body's Natural Healing Power
Used Book