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 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.

Review

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 behavior 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 )

About the Author

Philip Graves is a consumer behavior consultant, author and speaker. He has been described as "one of the world's leading consumer behavior experts" (Kevin Hogan); "one of the world's pre-eminent consumer behavior consultants" (Cambridge Business Magazine); and "one of ten original thinkers whose ideas will help shape Britain's recovery."(Director). 

Through his consultancy business, he has advised numerous international businesses, including Sky, ITV, HSBC, Lloyds Banking Group, BBC, Whirlpool, and Virgin Media. In addition, Philip has been invited to speak to audiences around the world about consumer behavior, including the UK Cabinet Office, theEuropean Union Consumer Affairs Unit, The Royal Agricultural Society, BBC Radio5 Live, BBC Radio Scotland, and America’s Morning News. He currently writes a column on consumer psychology for the Chartered Institute of Marketing's magazine, The Marketer.