Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (Marketing Science) by Darren Bridger

by Darren Bridger

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 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 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.

Genres: Business

Paperback

First published August 3, 2015

Reviews

[Darren · Rating 5 out of 5]

We may all like to think that we are rational, predictable and stable, yet science seemingly can and does tell a different tale. This book looks at irrationality in the consumer, giving a glimpse at the developing world of behavioural sciences - a discipline that is taking a foothold in marketing and advertising circles - as well as providing clues as to how this irrationality may be exploited.

This is a fascinating subject - something that one does not tire of - perhaps because things are still in a relatively evolutionary and exploratory stage. Many of the old tried and tested marketing techniques are (or should be) no longer relevant. They are being superseded by things such as behavioural economics, eye-tracking and facial coding and this book offers the reader a great explanation and taste of these. This is a book that will be out-of-date relatively quickly because the whole area is changing, yet it provides an excellent “line in the sand” and offers a comprehensive overview of the situation today so you can charge up your knowledge and be ready for this brave, exciting new world.

Our decision-making processes are not as linear and as planned as we had been led to believe. Elements of irrationality or attraction can short circuit that process, planting the seed of interest which then takes us onto the traditional linear journey. There may be commonality in many areas of initial attraction, yet it is not a secret sauce in itself whereby you discover that a certain colour is attractive and therefore by using just that colour you are guaranteeing success. You may aid the process along, yet it can be a more irrational, personal interaction that sets the ball rolling.

This book manages to straddle several stools at once; it can provide a great introduction for the total newcomer to the subject as well as providing an essential reference resource to the more involved professional or academic. Looking through the table of contents, you might be forgiven for thinking you’ve stumbled over a PhD-level obscure textbook (neuroaesthetics, pupillometry and cognitive interviewing to pick up just a few terms) yet the book clearly and effortlessly provides an overview, offers a great explanation and leaves you wanting to know more about this fascinating subject because you are just so intrigued (and not left lacking by the book).

You can sense the author’s enthusiasm for this subject and one hopes that he is working on a more detailed, in-depth companion book covering this subject. If you are in any way involved in marketing, advertising or any promotional activities then you should strongly consider this book. Even a civilian could find it an interesting read, yet you may find it hard to game the system and put up a defence!

Decoding the Irrational Consumer, written by Darren Bridger and published by Kogan Page. ISBN 9780749473846, 232 pages. YYYYY

[Supriya Bisht]

A sound book for starters in advanced research techniques along with information about cognitive underpinnings governing consumer decision making and the latest technology.

[Gio · Rating 3 out of 5]

A fascinating insight into the new developments of behavioural sciences and how consumers make decisions. We like to think we're rational creatures, but most of our decisions are irrational, based on emotions, such as fear or love. Bridger takes a look at the new techniques marketers are developing to unveil this unconscious process, including facial action coding, biometrics, and eye tracking.

Because of this, the book is a bit too technical for the average consumer or the business owner looking for practical tips to implement straight away. But I highly recommend it to everyone interested in the science behind our actions, and the way marketers are exploiting the results of this research to get us to buy their products.

[Rebecca · Rating 2 out of 5]

A little dry for the average reader. The end notes are distracting. Decide who the reader is b/c if it is supposed be a business manager, this book is a waste of time. A business person wants headlines, how-tos, practical tips. The science should back those things up, not come first. Sorry, scientists! Tell a story to illustrate your points.

[Tim · Rating 5 out of 5]

An excellent, thoroughly researched book on current and future trends in consumer behavioral studies.

[Saretta · Rating 3 out of 5]

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