Darren Bridger

(Author)

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing ResearchPaperback, 25 August 2015

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research
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Part of Series
Marketing Science
Print Length
224 pages
Language
English
Publisher
Kogan Page
Date Published
25 Aug 2015
ISBN-10
0749473843
ISBN-13
9780749473846

Description

New developments in the behavioral sciences have revealed that most people do not accurately self-report their motivations. It is now understood that decision making is driven by emotions and the subconscious, rather than by purely rational calculations. Asking direct questions, as the global marketing and advertising research industry has previously depended on, is no longer enough. Instead, the industry requires a new generation of research tools, such as: behavioral economics, eye-tracking, implicit response measures, and facial coding to find the truth behind what consumers are saying."Decoding the Irrational Consumer" provides marketers and researchers with an overview of each of these new research tools and techniques, their individual strengths and weaknesses, and how they can be used to generate consumer insights. Chapter topics cover: key principles and applications, facial coding, heuristics, behavioral experiments, biometric data, prediction markets, creating smarter surveys, and how to combine techniques. An accompanying website will include interviews with industry leaders, example projects, and an annotated bibliography.

Product Details

Author:
Darren Bridger
Book Format:
Paperback
Country of Origin:
US
Date Published:
25 August 2015
Dimensions:
23.39 x 15.6 x 1.22 cm
ISBN-10:
0749473843
ISBN-13:
9780749473846
Language:
English
Location:
London
Pages:
224
Publisher:
Weight:
322.05 gm

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