Consumer.Ology
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Details
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Consumer.Ology
Description
Description
Philip Graves, a renowned expert in consumer behavior, debunks the idea that market research leads to reliable insights. Whether it's used to shape corporate strategy or inform political decisions, the reliance on surveys and focus groups has resulted in costly failures and poor judgement. "Consumer.ology" highlights major examples of research-driven thinking gone wrong - from New Coke to the Millennium Dome - and successful cases of companies ignoring market research, such as Baileys and Dr Who. It also offers alternative tools for organizations to better understand their customers.