Summary of Consumer.ology

The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping

Nicholas Brealey Publishing, more...

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Consumer.ology book summary
Market research just doesn’t work. In fact, it can’t.


7 Overall

8 Applicability

8 Innovation

7 Style


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.

In this summary, you will learn

  • Why traditional market research doesn’t work and
  • How to better understand your customers’ behavior.


Market Research Just Doesn’t Work
Most companies that conduct and rely on market research think they are gaining a better understanding of their customers’ motivations and behaviors, but they are not. For example, the launch of New Coke resulted from a notable research debacle. When Coca...
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About the Author

UK-based consumer behavior expert Philip Graves consults for a wide range of national and international businesses.

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Contained in Knowledge Pack:

  • Knowledge Pack
    Customer Research
    Listen to your customers and they will tell you how to sell to them.

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