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Consumer.ology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping [Englisch] [Gebundene Ausgabe]

Philip Graves
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Kurzbeschreibung

2. September 2010
Market research is a myth. Philip Graves, one of the world's leading experts in consumer behaviour, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. "Consumer.ology" exposes some of the most expensive examples of research-driven thinking clouding judgement, 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 behaviour. 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.

Produktinformation

  • Gebundene Ausgabe: 216 Seiten
  • Verlag: Nicholas Brealey Pub (2. September 2010)
  • Sprache: Englisch
  • ISBN-10: 1857885503
  • ISBN-13: 978-1857885507
  • Größe und/oder Gewicht: 2,4 x 16,5 x 24,1 cm
  • Durchschnittliche Kundenbewertung: 4.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 344.817 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)

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Produktbeschreibungen

Pressestimmen

"Philip Graves has put together an excellent guide to understanding how to know what people will and won't do. Now you can have the benefit of years of knowledge and experience distilled into an easy-to-read and understand book." - From the Foreword by Kevin Hogan "Alongside his debunking of the market research industry, the author takes us on a fascinating romp through the psychological underpinnings of consumer behaviour - 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, Marketing Society Director & Associate Fellow, Said Business School, University of Oxford "Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason." - Blake H. Glenn, Senior Inventor, ?What If! The Innovation Company "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 behaviour 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

Über den Autor und weitere Mitwirkende

Philip Graves graduated from Sheffield Polytechnic with a BSc in Applied Statistics. He became Market Research Manager for Eagle Star Life and then, following two years with a traditional market research agency, Research and Brand Strategy manager for Pizza Hut. His 20 years observing consumers made him aware of a conflict between what people said in research and what they actually did, which led to the introduction of psychoanalytical techniques into his work. He has advised numerous international businesses, including ITV, Whirlpool, Dr Martens, New Covent Garden Food Company, Camelot, Virgin Media, Hotpoint and Pepsi. See his website at www.philipgraves.net.

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4.0 von 5 Sternen The wonderful world of consumer behavior 3. Juli 2011
Von BLehner
Format:Gebundene Ausgabe
Don't be fooled by thinking that Philip Graves' Consumerology is basically about "shopping til' I'm dropping", because it is not. This is a fascinating book on consumer psychology and marketing research, which allows you a whole new perspective on what exactly makes your "inner shopper" tick.
Let's put it this way - you may say you'll buy one thing, but in the end you'll buy something else entirely. Welcome to the unconscious which decides for us, whether we want it to, or not. From reading consumers to understanding the crowd, from the unconscious mind to consumer futurology, Graves is certainly debunking the market research industry. Introducing the reader not only to stories of how, quite often, extensive marketing research led to major flops when launching a new product (remember the "New Coke" fiasco?), he also shares how some predicted failures became a huge success. Last but not least, he also presents his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight.
Though the book is, in my opinion, more aimed at people who have a background in Marketing, it's an accessible and well written guide, with just the right dosage of ironic humor, thus definitely recommendable to everyone who's interested in the topic.
In short: A comprehensive and refreshing glimpse into the behavior of consumers and their usually not easily discernible buying decisions!

Disclosure of Material Connection: I received this book free from the publisher through the NetGalley.com book review program. I was not required to write a positive review. The opinions I have expressed are my own. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255 : "Guides Concerning the Use of Endorsements and Testimonials in Advertising."
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Amazon.com: 3.8 von 5 Sternen  13 Rezensionen
37 von 40 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen Adequate for the novice.... 9. Juli 2011
Von Chemist Dad - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
I was looking forward to reading Consumer.ology in hopes of finding an informed and fresh outlook on consumer research. Firstly, this is less a book that a pamphlet. I'm not sure it took more than 2 hours to thoroughly read it cover to cover, covering really three main topics:

1. A modern understanding of how consumers make decisions:
For anyone who has any interest in consumer or social psychology or in modern developments in neuroscience, this book will bore you to tears. If you have even made a passing attempt to stay current, this is literally everything you already know about the subjects.

2. On the flaws in "market research" as the author defines the subject
This should have been the real meat of the tome. And make no mistake, it is the least boring and most passionate section. Unfortunately, and this is a big flaw, it is also the least informed. If you believe that modern consumer research is predominantly the practice of asking consumers what they think, then by all means have at this book. In that narrow regard it documents a number of flaws with that approach. All of which any professional in the discipline could have told you nearly a decade ago. What the author advertises is a complete take-down of consumer research. What you get is a "so-what" review of caveats and limits to a very narrow approach to consumer research. An approach that you won't find practiced at any leading cpg company.

3. A review of the authors approach to really understanding the consumer
This is truly the most disappointing section of the book. He spends the better part of the book claiming "market research," as he narrowly defines it, is a bad way of informing business decisions, then without the courage of his professed convictions, caps off with his own "special" version of "market research" that he swears will ACTUALLY inform business decisions. Really? Market research is useless, unless you use my special approach. Silly beyond words.

Yet, to bring the entire wasted enterprise to it's foreshadowed doom, this "special" approach is just a sophomoric list of obvious pieces of advice I would bet every market researcher worth his/her salt already knows...

1. Be skeptical of the consumer's opinions about themselves
2. Be mindful of the consumers frame of mind
3. The total consumer experience is needed to reflect reality
4. Consumers more likely to give unbiased reply and behave true to life when they don't this the subject being studied is being studied
5. Consumers reveal the nature of emotional/Impulse judgments best with quick responses, rather than analytical deep dives

That's it. If you are a voracious reader and need something to pound through in an hour or two, or you are a novice to market research, then by all means this book is adequate. That's the most generous thing one could say about it.
7 von 8 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen The wonderful world of consumer behavior 22. April 2011
Von BLehner - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Don't be fooled by thinking that Philip Graves' Consumerology is basically about "shopping til' I'm dropping", because it is not. This is a fascinating book on consumer psychology and marketing research, which allows you a whole new perspective on what exactly makes your "inner shopper" tick.
Let's put it this way - you may say you'll buy one thing, but in the end you'll buy something else entirely. Welcome to the unconscious which decides for us, whether we want it to, or not. From reading consumers to understanding the crowd, from the unconscious mind to consumer futurology, Graves is certainly debunking the market research industry. Introducing the reader not only to stories of how, quite often, extensive marketing research led to major flops when launching a new product (remember the "New Coke" fiasco?), he also shares how some predicted failures became a huge success. Last but not least, he also presents his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight.
Though the book is, in my opinion, more aimed at people who have a background in Marketing, it's an accessible and well written guide, with just the right dosage of ironic humor, thus definitely recommendable to everyone who's interested in the topic.
In short: A comprehensive and refreshing glimpse into the behavior of consumers and their usually not easily discernible buying decisions!

Disclosure of Material Connection: I received this book free from the publisher through the NetGalley.com book review program. I was not required to write a positive review. The opinions I have expressed are my own. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255 : "Guides Concerning the Use of Endorsements and Testimonials in Advertising."
7 von 8 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Eye-opening guide to understanding customer behavior 11. Januar 2011
Von Rolf Dobelli - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
If you let market research dictate your business decisions, consumer behavior expert Philip Graves thinks you're making a big mistake. Market research, he says, can't predict customers' buying decisions because it focuses on the wrong criteria - a conscious-mind, logical thinking process. But consumers almost never make buying decisions like that, although they'll insist they do. Instead, they make choices, quickly and efficiently, with their unconscious minds. Business owners who understand this and who apply Graves's criteria to their research will gain valuable insights into what their customers really think and want. While just about anyone who shops can enjoy this entertaining, informative book, getAbstract believes it will help business owners and marketers - if not to read their customers' minds, then at least to understand them better.
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Don't Read This Book - unless you need to influence your customers. 8. März 2011
Von Art Remnet - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
Consumer.ology is a great read as it pulls back the black shroud that has surrounded market research and exposes it for what it really is - a guessing game. Like the great Wizard of Oz, once exposed by that "little dog" Toto was seen to be a mere mortal, Graves exposes market research as at best highly dubious, and then goes on to show you why.

Every C Level executive and business owner needs to know which market research is worthwhile and which is a waste of time and money. Consumer.ology explains exactly that. Through his personal insights and academic research, Graves weaves a compelling story of how the consumer mind works and how it can best be influenced.

If insights into your customer's mind like this, "It is unrealistic to expect consumer to know what they think," would be helpful to your success in the marketplace, then the more than 200 pages of solid content makes this one of the best marketing books in which you can invest.

A brilliant "must-read" work for marketers and entrepreneurs alike. And, it's available for the Kindle too.
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A "Must Read" for all Marketing students & CEO's 4. Februar 2011
Von Jay Wright - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
As a researcher in marketing, customer service, and employee attitudes, I did not hesitate to get this book. In addition to the outstanding examples to support Mr. Graves' principles, I find that it helps substantiate a number of concerns I have had when analyzing data I'd collected and how uneasy I was with my findings - even though the information had been collected properly and was statistically correct. As far as I'm concerned, this book will open a lot of CEO's eyes and have a huge impact on marketing budgets for quite a while.

The real strength of this book is that it provides an amazing number of insights about the most elusive facet of local, national, and international commerce: the behavior of consumers. Their psyche. Why any business that hopes to survive simply cannot bet the farm on what they have been told or has been inferred by it's very own customers. No organization can survive for long without a plan. So, how do you plan when you're working with data that is, at best, suspect?

Fortunately, Mr. Graves doesn't take us down this rocky road and dump us out. No, he shares his own insights and knowledge to help a company find its niche and get a more realistic fix on exactly HOW and WHERE it will find its own competitive edge.
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