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3 of 3 people found the following review helpful
5.0 out of 5 stars Essential Reading
This book should be essential reading for anyone in the business of commissioning or providing market research services. Written by a long time professional in the business of exploring the desires, motivations and behaviour of consumers, Philip Graves brings to the book extensive personal and professional experience. An experience which enables him to illustrate the...
Published 20 months ago by Dr. D. Lewis-hodgson

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1 of 2 people found the following review helpful
3.0 out of 5 stars A good intro
I like the new result-driven ideas, although you can see where he's omitted the punchlines on a number of issues (so he can continue to sell them).
Published 22 months ago by Chris M


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3 of 3 people found the following review helpful
5.0 out of 5 stars Essential Reading, 15 July 2013
This review is from: Consumerology: The Truth about Consumers and the Psychology of Shopping (new revised edition, including a new preface from the author) (Paperback)
This book should be essential reading for anyone in the business of commissioning or providing market research services. Written by a long time professional in the business of exploring the desires, motivations and behaviour of consumers, Philip Graves brings to the book extensive personal and professional experience. An experience which enables him to illustrate the often highly critical but always insightful observations he makes on the value of such standard market research tools as surveys and focus groups. He demonstrates that, far from adding value and providing unique insights, such investigations are often highly misleading. So misleading in fact they can lead to companies abandoning products and projects which might well have proved successful while proceeding with others that spectacularly fail.
One of the delights of his book, for both the professional and general reader, are the numerous everyday examples he provides that illustrate aspects of brain function. Everyone living in the UK can recognise a £10 note for example. But how well do we actually 'know' what such a note looks like? If you believe you do, then try answering the questions about that note Philip Graves raises. For example are the £ sign and the numerals in the same or different colours? Does the word 'ten' appear anywhere on the note? If so how often? How many images are on the note and what do they depict? When you check your responses against a £10 note you may well be in for a surprise!
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5.0 out of 5 stars It explains how and why so much of our behaviour as consumers is governed by our sub-conscious mind and why asking people to exp, 14 Jan. 2015
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This review is from: Consumerology: The Truth about Consumers and the Psychology of Shopping (new revised edition, including a new preface from the author) (Paperback)
This is a fascinating and well researched book. It explains how and why so much of our behaviour as consumers is governed by our sub-conscious mind and why asking people to explain or predict shopping behaviour using their rational mind is pretty much pointless. It's also easy to read. If you work in retail or marketing I strongly recommend adding this book to your essential reading list. If you're planning to commission market research or focus groups, read this before you sign the contract.
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1 of 2 people found the following review helpful
3.0 out of 5 stars A good intro, 27 May 2013
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I like the new result-driven ideas, although you can see where he's omitted the punchlines on a number of issues (so he can continue to sell them).
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0 of 2 people found the following review helpful
3.0 out of 5 stars Three Stars, 13 Jan. 2015
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This review is from: Consumerology: The Truth about Consumers and the Psychology of Shopping (new revised edition, including a new preface from the author) (Paperback)
Was meant for my dissertation but I've changed my subject so book isn't that relevant to me.
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