Review
Philip Graves has put together an excellent guide to understanding how to know what people will and won't do...Now you can have the benefit of years of knowledge and experience distilled into an easy-to-read and understand book. --Kevin Hogan, author of The Psychology of Persuasion and The Science of Influence
Alongside his debunking of the market research industry, the author takes us on a fascinating romp through the psychological underpinnings of consumer behaviour...It's well written, accessible and entertaining, yet thought provoking. Consumer.ology is a rich digest of insights on consumer psychology. It should be essential reading for marketers and general managers, and carefully hidden away from anyone whose livelihood depends on market research. --Alan Giles, The Marketing Society and Associate Fellow, Said Business School, University of Oxford
Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason. Graves' peppering of psychological theory with pithy anecdotes of misguided consumer successes and failures is bound to at once ruffle feathers and get heads nodding within marketing and innovation circles. --Blake H. Glenn, Senior Inventor, ?What If! The Innovation Company
Product Description
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.