Consultant Philip Graves: 'Not All Pieces of Consumer Insight Are Equal'
Philip Graves is a consumer behavior consultant and author of the new book Consumer.ology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping. While he has a great respect for research and data, he also thinks brands should cautiously use market research as it can lead them astray. His AFECT approach – analysis of behavioral data, frame of mind, environment, covert study, and time frame – outlines the criteria to determine the reliability of consumer research.
Recently he spoke with us about the uses and limits of consumer research.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in