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.