Consumerology: The Truth about Consumers and the Psychology of Shopping By Philip Graves
Market research is a myth. Philip Graves, one of the world’s leading experts in consumer behavior, 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 judgment, 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 behavior. Along the way, he reveals why the current practice of market research is 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.