7 of 8 people found the following review helpful
This review is from: Buyology: How Everything We Believe About Why We Buy is Wrong (Paperback)
As a brand marketer who has lost confidence in traditional research methods I am very keen to find new methods that might offer just a little bit more truth in return for the vast sums of money spent in this area.
Although there are probably some real interesting nuggets in Martin's book, unfortunately his personality and attitude towards the results renders it painful to read. How many times must Martin tell us that his study is the 'largest and most important of its kind ever carried out'? Or refer to the importance of his personal contribution to the brands we see around us today? And what do we care of his youthful looks?!!!
I feel this book would have really benefitted if Martin had left out the continuous references to how wonderful he is. Or even more so if he'd taken the time to put himself in the fMRI machine to understand what it was that compelled him to make such references. If you're that confident of you own greatness, surely you don't need to tell anyone?