A “Must Read” for all Marketing students & CEO’s, February 3, 2011

By Jay Wright (South Carolina) –

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This review is from: Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping (Hardcover)

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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Eye-opening guide to understanding customer behavior, January 11, 2011

By Rolf Dobelli “getAbstract.com” (Switzerland) –
  

This review is from: Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping (Hardcover)

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.

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