Consumer Research

Social scientists have adopted the practices of more traditional scientists in the past few decades - using randomized trials to design policies aimed at improving educational levels, lowering crime rates, elevating employment rates, and improving living standards among the poor. Andrew Leigh and P.J. Ochlan bring the lives of these radical researchers to life as their experiments to overturn conventional wisdom lead to breakthroughs like finding the cure for scurvy and discovering what policies really improve literacy rates.

Nova versão: revisada, rediagramada e atualizada. Descubra todo o poder do Copywriting e das Palavras que Vendem. Nessa obra, você descobrirá como aplicar na prática 32 "gatilhos" no seu negócio, indo muito além de uma simples comunicação de vendas. Nesse livro você descobrirá: A Coroa de Ferro dos Gatilhos Mentais (e os 4 gatilhos que realmente importam na sua comunicação). A Joia da Coroa (e o principal motivo que o impede de realizar mais vendas). 18 Gatilhos Emocionais (e como você ativa as principais emoções no seu cliente para que ele compre).

Why do three out of four professional football players go bankrupt? How can illiterate jungle dwellers pass a test that tricks Harvard philosophers? And why do billionaires work so hard - only to give their hard-earned money away? When it comes to making decisions, the classic view is that humans are eminently rational. But growing evidence suggests instead that our choices are often irrational, biased, and occasionally even moronic. Which view is right - or is there another possibility?

Marketing executives and consumer advocates alike predict a future of brand-proof consumers, armed with technology and a sophisticated understanding of marketing techniques, who can effectively tune out ad campaigns. But as Rob Walker demonstrates, this widely accepted misconception has eclipsed the real changes in the way modern consumers relate to their brands of choice. Combine this with marketers' new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed.

Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than 700 brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.

Technology has evaporated the barriers of complaint. With smartphones and always-on Internet access, consumers complain more often and across more channels, many of them public. This requires a completely new system for instantly finding, evaluating, and addressing these complaints. Jay Baer and Edison Research conducted a landmark study of more than 2,000 consumers and found that not all complainers ("haters") are created equal.

During the 1920s and 1930s, Bruce Barton was a household name in America - a hugely successful advertising man who revolutionized his industry by treating customers like people, not like sheep to be fleeced. He created some of the most memorable and long-lived advertising slogans and campaigns in history. He understood how to succeed in business and advertising, and he set down his principles for success in best-selling books that put his name on everyone's lips.

Green Giants examines nine companies that are merging social responsibility with wild profitability - and reveals the six factors responsible for their success, including: iconoclastic leadership fueled by deep conviction and a rebellious streak; disruptive innovation that uses sustain ability to spur the development of radically better products and services; a higher purpose that ignites the company - when the mission leads, profits follow.

For the last 10 years, psychologist Sam Gosling has been studying how people project (and protect) their inner selves. By exploring our private worlds (desks, bedrooms, even our clothes and our cars), he shows not only how we showcase our personalities in unexpected - and unplanned - ways, but also how we create personality in the first place, communicate it to others, and interpret the world around us.

User experience doesn’t happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory. This practical book will help you uncover critical insights about how your customers think so you can create products or services with an exceptional experience. Corporate leaders, marketers, product owners, and designers will learn how cognitive processes from different brain regions form what we perceive as a singular experience. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights.

Ponzinomics by Robert L. FitzPatrick, author of False Profits, is the first comprehensive account of how "multi-level marketing" was created in America, escaped criminal and civil prosecution, and spread all over the world. It is the first book to fully explain how the legitimate business of "direct selling" was turned into pyramid recruiting. Ponzinomics reveals how multi-level marketing helped to lay a foundation on Main Street of pervasive deception, financial self-destruction, authoritarian leader-worship, and economic make-believe.

Create data stories that lead to smarter, more informed decisions. Raw data doesn’t change minds. But a well-crafted story? That’s what drives action. Whether you’re presenting to executives, persuading clients, or influencing your local community, this book will help you transform numbers into narratives that make an impact. Turn raw numbers into insights people actually understand and care about. Present data with clarity, accuracy, and impact.

An introduction for everyone. Rather than a "how to" for hands-on techies, this book - now in its revised and updated edition - serves lay listeners and experts alike by covering new case studies and the latest state-of-the-art techniques. In this rich, fascinating, and surprisingly accessible introduction, leading expert Eric Siegel reveals how predictive analytics works and how it affects everyone every day.

Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing. Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers' homes, carefully observing every detail in order to uncover their hidden desires and, ultimately, the clues to a multimillion-dollar product.

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

Cool isn't just a state of mind, a celebrity fad, or an American obsession, it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering, "How do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?"

If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving nearly 80 percent of consumer household spending in the United States alone. They hold the purse strings, and when they've got a tight grip on them as they do now, companies must be shrewder than ever to win them over.

Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. The reason, the authors explain, is that, being human, we are all susceptible to various biases that can lead us to blunder. Our mistakes can make us poor and unhealthy. We often make bad decisions about education, personal finance, health care, family, and the environment.

How do people actually behave when confronted with economic choices? And remember, almost every choice we make is economic. While our desires are boundless, our resources are limited and tradeoffs confront us at every turn.

The New Frugality amounts to a paradigm shift in the way we spend and save. The good news is that a frugal lifestyle is one of less waste, lower environmental impact, greater peace of mind, and, over the long run, deeper satisfaction.