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Readers revisit Philip Graves's Consumerology critique of market research

Original: Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping by Philip Graves, 201

Philip Graves's 2010 book Consumerology argues that most market research findings are unreliable, because consumers cannot accurately explain their own buying behaviour. The consumer behaviour expert draws on psychology to show how shopping decisions are made subconsciously, making traditional surveys and focus groups misleading. Readers are sharing and discussing the book's sceptical take on the market research industry.

Why now: Readers are recommending and discussing Graves's provocative argument that market research is fundamentally flawed.

Philip GravesConsumerologymarket research

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Evidence

• Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping by Philip Graves, 2010 Market research is a myth. Philip Graves, one of the world's leading experts in consumer behaviour, reveals why the findings obtained from most market… · appassionato · 7

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