The Market Research Myth, the Truth About Consumers and the Psychology of ShoppingBook - 2010
Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.
"This book is a real eye-opener and I would recommend it for any manager at any stage in their career."—Professional Manager Magazine
Philip Graves reveals the myriad tricks and psychological games retailers play on consumers, the ways in which we are manipulated into buying things we don't want, and the cutting edge science being used to change our habits to ever more significant degrees.
Consumer.ology shines the light on consumer behavior and the key driver of that behavior,the subconscious mind. 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 behavior. Along the way, he reveals why the current practice of market research is a false science, why we often don't buy, and how to understand consumers better than they do themselves.
Graves, a consultant and speaker on consumer behavior, exposes market research as a false science, claiming that questionnaires and focus groups provide almost no useful information. Arguing that successful marketing must connect with the consumer's emotions, the author gives background on the consumer's unconscious mind, drawing on recent research in psychology and neuroscience to reveal what really drives consumer behavior. The book provides examples of research-driven failures of major companies, such as the New Coke and the Millennium Dome, as well as examples of successes after ignoring market research results, such as Bailey's liqueur. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)