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Consumerology: The Truth about Consumers and the Psychology of Shopping

Consumerology: The Truth about Consumers and the Psychology of Shopping

Lowest online price: 1,303
Language English
Contributor(s) Philip Graves
Binding Hardcover
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Product Description

Market 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 organisations 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. Editorial Reviews Tackling the accuracy of market research, consumer behavior consultant Graves maintains that the most important factor that influences the public's opinion of a product is the subconscious or unconscious. He contends that asking individuals to describe why they like or don't like a product can only represent the conscious aspects and not the overarching unconscious facets that pervade our decision-making processes. Graves begins with a literature review, followed by chapters explaining what invisible

Product Features

  • Business And Economics
Product Details
Language English
Publication Date September 9, 2010
Publisher Nicholas Brealey Publishing
Contributor(s) Philip Graves
Binding Hardcover
Page Count 240
ISBN 10 1857885503
ISBN 13 9781857885507
Dimensions and Weight
Product Weight 471.7 grams
Product Dimensions 16.2 cm x 2 cm x 24.3 cm
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  1.  Market Research Debunked 27 January, 2015 On Junglee.com
    Market research is a difficult discipline. But it isn't always science. The author debunks many of the myths of market research and explains how it is faulty. Since consumers do not know what they want, nor can they articulate their innermost needs, how can managers know what they want?
    A good book that sheds new light on market research.
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