The book Consumer.ology by Phillip Graves is all about the flaws he sees in conducting market research, and how to fix them. He gives many examples of times when companies went into downfall, ultimately due to misleading research. Graves talks about the many influences on consumers when participating in studies and how these influences tend to lead to false findings. Some of these influences are the Unconscious and the Environment. He goes on to suggest some new ways to approach market research and lays out his AFECT approach, a list of 5 criteria to consider in order to obtain beneficial results from your research. 

Listen to my full book review below!