Consumer.ology
Consumer.ology explores how people really make decisions — and why what people say in surveys so often fails to predict what they actually do.
Drawing on psychology and real-world examples, the book challenges many of the assumptions behind traditional market research and consumer insight.
What people have said…
“Alongside his debunking of the market research industry, the author takes us on a fascinating romp through the psychological underpinnings of consumer behaviour: risk aversion, safety in numbers, scarcity value and priming. It’s well written, accessible and entertaining, yet thought provoking. 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, Fellow of The Marketing Society and Associate Fellow, Said Business School, University of Oxford
“Consumer.ology is a publishing phenomenon … Graves has transformed what was largely guesswork into something approaching a new branch of science — the science of consumer behaviour. And because his writing style is light, it’s a happy read. It’s only later that you realise he’s managed to realign your radar and liberate your thinking.” Cambridge Business Magazine
“Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason. Graves’ peppering of psychological theory with pithy anecdotes of misguided consumer successes and failures is bound to at once ruffle feathers and get heads nodding within marketing and innovation circles.” Blake H. Glenn, Senior Inventor, ?What If! The Innovation Company
“This is a fascinating book which might change your view about market research forever! The book offers series of factors, which if considered carefully, can actually improve the accuracy of research: though you ll never look at research in quite the same way! This book is a real eye opener and I would recommend it for any manager at any stage in their career.” Chartered Management Institute