“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 TRUTH ABOUT CONSUMERS AND THE PSYCHOLOGY OF SHOPPING. Philip Graves, Boston, MA: Nicholas. Alan Giles, chair of Fat Face reads by Philip Graves. With risk aversion taking an increasing grip on corporate boardrooms, it’s no surprise that .
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As a novice researcher, I enjoyed reading this expert critique of industry practices gaining a deeper understanding of some of the challenges and common oversights faced by market researchers today.
He conveniently oversimplifies a more complex consumerllogy of flawed decisions, but makes a good case.
Can give you consumeroloyy insight into your own decision-making processes and make you a more mindful shopper. Yes, guts sometimes give better insight than focus group, and yes, market research might be misguiding for many reasons.
Business books, consumerologg sociology books, and these type that are a combo of both. You know that kind of people, who say they will not go the gym, because it will make them over muscular and ugly?
There were even youtube videos of a woman doing a blind taste-test proving it. Thanks for telling us about the problem. He shows them a path to better insight. Researcher should be mindful of the consumers’ walking speed, emotions, eye contact, and the frequency of touching the product 5. Mar 25, A.
You mentioned that in the last chapter. Though the book is, in my opinion, more aimed at people who have a background in Marketing, it’s an accessible and well written guide, with just the right dosage of ironic humor, thus definitely recommendable to everyone who’s interested in the topic.
Just a moment while we sign you in to your Goodreads account. More persuasively, he cites Red Bull, Absolut vodka and the renaissance of Doctor Who as commercial triumphs that, after adverse research findings, would have been abandoned by less confident managers.
Open Preview See a Problem? This book should change that. In terms of the psychology behind people’s behaviours and consumer decisions I do feel it lacked some of the depth I have found in other books that took perhaps a little more academic approach to unpacking and remodelling the psychologies As a novice researcher, I enjoyed reading this expert critique of industry practices gaining a deeper understanding of some of the challenges and common oversights faced by market researchers today.
Red Bull was interesting.
I wish the writing had been a bit more captivating, and then I would feel better giving it a recommendation to others. Goodreads helps you keep track of books you want to read. It should be essential reading for marketers and general managers, and carefully hidden away from anyone whose livelihood depends on market research.
Apr 22, Birgit rated it really liked it.
I read a lot of books with overlapping themes. 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.
No trivia or quizzes yet.
He asks us why consmuerology should trust a technique whose psychotherapeutic efficacy is precisely because group dynamics change the participants. There are no discussion topics on this book yet. Many are people making money for research that consymerology does not prove true in reality.
To ask other readers questions about Consumerologyplease sign up. Graves devotes most of the book to taking down market research as telling businesses what they want to know.
Same story happens with young marketers after reading such books. So I can’t blame the book for that. For anyone who believes that gravws research is a useful or accurate tool for assessing and predicting consumer behaviour – read this book – and go figure!
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This review has been hidden because it contains spoilers. Want to Read Currently Reading Read. Actually the subtitle says it all.