November 2013

Consumer.ology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping

41s0HOFTbsLThroughout Consumer.ology, Philip Graves discusses market research. He explains what exactly it is and what needs to change within it in order to gather reliable information. While I went into this book with the idea that market research (i.e. collecting consumer opinions through in-depth interviews, focus groups, customer satisfaction questionnaires, online surveys, etc) was incredibly imperative in the advertising world, I came out of it realizing that these methods are not helping companies gather reliable data, and as a result, many products are failing. As stated by Graves, “at the very moment that any consumer research works on the presumption that consumers know what they think about a particular subject, in the sense that this is indicative of how they will behave when the moment of consumption arises, it has made a fundamental mistake” (31).

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Why We Buy: The Science of Shopping

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Why We Buy

 

When you step into a store or shopping environment, have you ever wondered why signs are placed where they are or why there is two feet of walking in between isles? Paco Underhill, the author of Why We Buy: The Science of Shopping, created a company in which he and his colleagues credited themselves on mastering the science of shopping.  Big name corporations would hire him and his company to execute research in their establishments, whether it is a department store or a family restaurant, and determine how they can be more efficient in their selling strategies.  Through his years of service, Underhill has uncovered incredibly insightful  bits of information that have allowed these companies who get the help of Underhill to have one up on the competition.

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