Goodreads helps you keep track of books you want to read.
Start by marking “Consumer.ology - The Market Research Myth, the Truth about Consumers and the Psychology of Shopping” as Want to Read:
Consumer.ology - The Market Research Myth, the Truth about Consumers and the Psychology of Shopping
Enlarge cover
Rate this book
Clear rating
Open Preview

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

3.50  ·  Rating details ·  222 ratings  ·  28 reviews
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 research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or disc ...more
Kindle Edition
Published (first published September 9th 2010)
More Details... Edit Details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

Be the first to ask a question about Consumer.ology - The Market Research Myth, the Truth about Consumers and the Psychology of Shopping

This book is not yet featured on Listopia. Add this book to your favorite list »

Community Reviews

Showing 1-30
Average rating 3.50  · 
Rating details
 ·  222 ratings  ·  28 reviews

More filters
Sort order
Start your review of Consumer.ology - The Market Research Myth, the Truth about Consumers and the Psychology of Shopping
May 11, 2013 rated it it was ok  ·  review of another edition
Great subject
Oh so boring writing
Aneth Davidd
Jul 27, 2017 rated it it was amazing
The book eloquently explains the drivers of consumer behavior with examples, and how marketing research ignores it, at a huge expense. Must read for people involved with business, marketing, marketing research, as well as any consumer, meaning everyone.
Dmitry Kuriakov
(The English review is placed beneath the Russian one)

До момента, когда я перечитал эту книгу, она была помечена мною как одна из лучших книг по маркетингу. Но читая эту книгу во второй раз, я нашёл невероятное множество неоднозначных утверждений автора, которые не позволили мне дать книге положительный рейтинг.

Во-первых, я абсолютно не согласен с главным посылом автора, что потребители покупают товары неосознанно, т.е. что используется бессознательное. Я не могу представить ни один товар, кот
Niklas Laninge
Aug 05, 2018 rated it did not like it  ·  review of another edition
Sloppy and outdated.
Apr 22, 2011 rated it really liked it  ·  review of another edition
Don't be fooled by thinking that Philip Graves' Consumerology is basically about “shopping til' I'm dropping”, because it is not. This is a fascinating book on consumer psychology and marketing research, which allows you a whole new perspective on what exactly makes your “inner shopper” tick.
Let's put it this way – you may say you'll buy one thing, but in the end you'll buy something else entirely. Welcome to the unconscious which decides for us, whether we want it to, or not. From reading consu
Mauricio Trajano
I found this book extremely dull, and couldn’t for the life of me get through this book. I was reading at a pace of about 10 pages a day and eventually gave up on it.
What I learned from this: there is not a ton to learn from market research.
Jul 31, 2019 rated it liked it
For me its always hard to rate books that are almost fanatically supporting one point of view (or way of doing things). And Consumer.ology felt a bit over the top in terms of how much it was against quantitative methods of consumer research and questionnaires. Although P.Graves does not completely disregard these methods (and gives argumented reasoning of pros and cons, tips and tricks) the content throughout the book felt like he just hates surveys. Not that I love them, but still. In the book ...more
Linh Pham
Oct 14, 2017 rated it really liked it
This review has been hidden because it contains spoilers. To view it, click here.
Jan 24, 2021 rated it really liked it  ·  review of another edition
Shelves: business
Every business writer in the world believes everyone else is doing things wrong and they are doing things correctly, and this book follows that same format. I'm a sucker for a controversial opinion, so I found that type of takedown of most common marketing research too compelling to miss. I agree with many of his conclusions, and agree with his broader point about the compelling myth that conscious will drives our actions, and that businesses and researchers should set that aside. His concluding ...more
Sep 23, 2017 rated it really liked it  ·  review of another edition
As a novice researcher, I enjoyed reading this expert critique of industry practices gaining a deeper understanding of some of the challenges and common oversights faced by market researchers today. A good read for those working or wishing to work in the field. In terms of the psychology behind people's behaviours and consumer decisions I do feel it lacked some of the depth I have found in other books that took perhaps a little more academic approach to unpacking and remodelling the psychologies ...more
Mar 30, 2019 rated it really liked it
Shelves: business

Read this book in a couple days. The number of examples that has been given are countless. Might be that is the negative point of the book after a point of time it becomes very repetitive. It could have been best if some of them have been taken out and adding one more chapter regarding anyone case study. Enjoyed immensely.
Jill Furedy
I read a lot of books with overlapping themes. Business books, and sociology books, and these type that are a combo of both. So I accept that I will re-read studies about fewer choices being better, the scary bridge/nice lady adreneline rush story, the assigning different attributes to the same product based on packaging/pricing or just because you were asked which was the best & felt an answer was required. I'd already read Blink, all the Paco Underhill books, Buyology, and Stumbling on Happine ...more
Megan Barnes
During the Christmas season in 2011, Coca-Cola changed their regular Coke cans from red to white, to promote saving the polar bear. An uproar ensued. Diet Coke drinkers confused their silver cans with the Coke cans, and you do NOT want to mess with a Diet Coke addicts drink. People claimed that the Coke in white cans tasted different than the red. There were even youtube videos of a woman doing a blind taste-test proving it.

Rationally, it wouldn't seem that the color on the outside of a can coul
Victoria Zabuzova
Jan 15, 2016 rated it did not like it  ·  review of another edition
You know that kind of people, who say they will not go the gym, because it will make them over muscular and ugly? Same story happens with young marketers after reading such books. Yes, guts sometimes give better insight than focus group, and yes, market research might be misguiding for many reasons. These are not reasons not to do market research at all, since there are still pretty big load of information mindful general manager might want to know from customers to allocate resources rationally ...more
Dec 28, 2011 rated it liked it
It had some interesting material on how people consciously and unconsciously make decisions and then rationalize their behavior, but with my lack of background or interest in marketing & focus groups, some portions were a little much. Still, many fascinating real-world examples of how priming, suggestion, environment, & group interactions impact our behavior. A thought-provoking book.
Jan 05, 2011 rated it really liked it  ·  review of another edition
Great book that analyzes marketing research. Actually the subtitle says it all. Many are people making money for research that often does not prove true in reality. If they had believed the market research we wouldn't have Bailey's or mini vans, or a number of other items and services. As Henry Ford said, "If I'd asked people what they wanted, they would have said a faster horse." ...more
Lee Hutchinson
Jan 07, 2014 rated it really liked it
A must-read for shrewd and canny business types. For anyone who believes that market research is a useful or accurate tool for assessing and predicting consumer behaviour - read this book - and go figure!
I bought it because it was cheap. However, the author makes a case for understanding brain science in determining how people make purchasing decisions. A reasonable premise with some reasonable conclusions.
Rebecca Ott
Interesting book. A bit up exciting in parts. Can give you real insight into your own decision-making processes and make you a more mindful shopper.
Jul 30, 2013 rated it really liked it
Although written for market researchers, I found the info quite fascinating and useful to consumers too.
Daniel Koh
Dec 28, 2013 rated it it was amazing  ·  review of another edition
A good read for market researchers!
Mar 25, 2011 rated it did not like it  ·  review of another edition
What a terrible book!
Nov 08, 2012 rated it it was ok
Some interesting observations, but it quickly got repetitive.
Kyle woodward
rated it it was amazing
Jul 17, 2016
Lisa Power
rated it really liked it
Nov 16, 2019
rated it it was ok
Mar 07, 2013
rated it liked it
Oct 28, 2014
« previous 1 3 4 5 6 7 8 next »
There are no discussion topics on this book yet. Be the first to start one »

Readers also enjoyed

  • Applied Minds: How Engineers Think
  • The Cult of Smart: How Our Broken Education System Perpetuates Social Injustice
  • Walking Easy: in the Swiss and Austrian Alps
  • The Wisdom of China: Confucius - A Philosopher for the Ages
  • The Science of Words (Scientific American Library)
  • Finding Chika: A Little Girl, an Earthquake, and the Making of a Family
  • Wonderworks: The 25 Most Powerful Inventions in the History of Literature
  • The Pilgrim's Progress
  • How to Read and Why
  • Logic Made Easy: How to Know When Language Deceives You
  • Break Through: From the Death of Environmentalism to the Politics of Possibility
  • Post Grad: Five Women and Their First Year Out of College
  • The Curmudgeon's Guide to Getting Ahead: Dos and Don'ts of Right Behavior, Tough Thinking, Clear Writing, and Living a Good Life
  • Enough.: True Measures of Money, Business, and Life
  • The Physics of Climate Change
  • How to Pack
  • The Naked Consumer: How Our Private Lives Become Public Commodities
  • Ninety Percent of Everything: Inside Shipping, the Invisible Industry That Puts Clothes on Your Back, Gas in Your Car, and Food on Your Plate
See similar books…
See top shelves…

Related Articles

  Luvvie Ajayi Jones—author, cultural critic, digital entrepreneur—might be best described as a professional truthteller. Her crazily popular...
51 likes · 0 comments