Consumer.ology

Consumer.ology

Share

Graves, Philip Nicholas Brealey Publishing, 2010 Audio summary available
Price: $99.
Subscribe
Price:
$9.95

IN THIS SUMMARY

Market research in the form of consumer focus groups, polls, and surveys has long been the normal and accepted manner for testing new products, services, and communications materials. In Consumer.ology, Philip Graves discusses how the idea that questions answered on a questionnaire or in a focus group can provide useful information on which to base business decisions is actually a myth that can lead to product failures, political blunders, and wasted money. In this book, corporate leaders and market researchers will discover the tools they should be employing if they want to truly understand their customers and the psychology behind their buying habits.