Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuroscience Research

Autor: Darren Bridger

Język:

Oprawa: Miękka

Wydawca: Kogan Page Ltd

Dostępność: 50 % szansa

Przeszukamy cały świat

207.07 zł

Marketers increasingly understand that consumer decisions are often irrational, emotional and subcon...

Informacje o książce

Autor

Darren Bridger

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2015

strony

224

EAN

9780749473846

ISBN

0749473843

Enbook ID

09233735

Wydawca

Kogan Page Ltd

Waga

350

Wymiary

234 x 158 x 15

Pełny opis

Marketers increasingly understand that consumer decisions are often irrational, emotional and subconscious. A new generation of research tools, including behavioral economics, eye-tracking, implicit response measures, and facial coding can measure and illuminate these irrational drives. However, whilst there are many books on this subject, none cover all these techniques and the key theories in a way that helps marketers become neuroliterate. Decoding the Irrational Consumer will equip marketers and researchers with an understanding of each neuromarketing tool, its relative strengths and weaknesses, and how to use it to generate consumer insights. Decoding the Irrational Consumer demonstrates how to interpret data and turn it into actionable insights. It explains the pros and cons of each data-source, and when to use them. Finally, it explains when and how data from different sources can be combined. By reading this book, practitioners will have all the key conceptual and theoretical tools to take control of understanding subconscious responses. From briefing the data-processing people, to conferring with neuroscientists and technicians, they will be in the best position to glean practical insights from the data. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations so marketers can gain confidence in applying the tools and techniques and to commission external research.

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Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuroscience Research

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