5 of 5 people found the following review helpful
Great insights into consumer behavior!,
This review is from: Consumerology: The Market Research Myth, the Truth about Consumer Behaviour and the Psychology of Shopping (Hardcover)Just finished reading Consumer.ology. I found it a great read. Personally, I love reading about how we as consumers behave in such weird ways. Most of all, it does a great job of explaining how market research, in the wrong hands, is a complete waste of time.
Why? Because first of all many of the methods are flawed... think about how many surveys you've filled out. Now try to think of one time you actually filled one out properly. Focus groups can also provide unreliable results depending on the type of questions asked (e.g. leading questions... think of Matlock), the skill of the facilitator (or lack thereof) and the personality types of the other participants (who might actually convince you of something you don't believe in).
But the most interesting insights were about how even if these market research tools are used correctly, the results may STILL be complete nonsense. Why? Because most of us have no idea what it is that we want from a product and why we want it. (I buy Sony televisions just because my father did). We're also useless at evaluating new products (Baileys, Red Bull, and the Chrysler Minivan were all given the thumbs down by market research).
We're also incredibly easy to manipulate! Play slower music in a store, and we walk slower... and buy more. Pump in a nice smell and we're more likely to buy!
If you work in marketing, you really have to read this but its also a good read for others like myself who are just curious about consumer psychology (...and how people are really quite strange)!