Book description
Market research is a myth. And by that, author Philip Graves, one
of the world¹s leading experts in consumer behavior, means that the
results of your typical market research campaign are completely
unreliable. 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. Consumerology 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.
"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." - From the Foreword by Kevin
Hogan "Alongside his debunking of the market research industry, the
author takes us on a fascinating romp through the psychological
underpinnings of consumer behaviour - 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,
Marketing Society Director & 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." - Blake H. Glenn, Senior Inventor, ?What If!
The Innovation Company "The problem with consumers is that they are
incapable of understanding their purchasing behavior. Why? Because it is
actually driven by the unconscious. Consumer. ology author Philip Graves
is a lecturer on consumer behaviour and a consultant for associated
studies for companies including Whirlpool, Virgin Media, and Pepsi. He
has come to the bold conclusion that market studies and focus groups are
useless. He asserts that the most accurate information about consumer
needs comes from analysis of data gathered in real situations, where
people are not aware that they are being observed. Fortunately, the
Internet offers a vast territory for observation, because people leave
countless traces of their behavior and telling comments. Keeping quiet
and listening to consumers is actually just as important as
communicating with them, and people often speak more honestly when no
questions have been asked." - Business Digest Philip Graves
graduated from Sheffield Polytechnic with a BSc in Applied Statistics.
He became Market Research Manager for Eagle Star Life and then,
following two years with a traditional market research agency, Research
and Brand Strategy manager for Pizza Hut. His 20 years observing
consumers made him aware of a conflict between what people said in
research and what they actually did, which led to the introduction of
psychoanalytical techniques into his work. He has advised numerous
international businesses, including Comet, ITV, Whirlpool, Dr Martens,
New Covent Garden Food Company, Camelot, Virgin Media, Hotpoint and
Pepsi. See his website at www. philipgraves. net.
