Consumer Research

Prepare for this new generation, prepare for the Afripolitan Generation. A revolution is taking place in the great marketplaces of the informal sector and it contains an unquantified scale and power as an economic engine and a way of life for the majority of our low-income populations. The KasiNomic Revolution may still be a murmur in the streets, a grassroots economic groundswell, but it is the future of African economic activity.

If you want to succeed in life or career; regardless of your industry, profession (not just marketing or sales profession), location, age, gender, or any other aspect, you need to become more persuasive, you need to influence people. You cannot do it all on your own - you need people to leverage your efforts and get results faster. Persuasion is not merely for marketing and sales people - it’s the basic life skill that every human being needs to sell their view point, ideas, and get people along - everyone is into salesmanship.

From the bestselling author of Buyology comes a shocking insider’s look at how today’s global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.

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.

The Robert Collier Letter Book is by far the top book on writing sales letters. But it goes beyond that. As every great copywriter knows, these techniques are directly transferable to the Internet, whether through web copy or email or whatever. This book earned Robert Collier the distinction of being one of the greatest marketing minds in history. Robert Collier's sales letters were successful because he wrote to his audience's needs.

En esta obra revolucionaria que ocupa desde hace años los primeros puestos en las listas de ventas de Estados Unidos, Gladwell, un auténtico gurú de los negocios, analiza la trayectoria de varios productos y tendencias de gran éxito hasta descubrir cómo y por qué se alcanza el punto de inflexión a partir del cual algo se convierte en un fenómeno de masas: el punto clave.

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.

The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars.

Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you're not around? Without defining experiences, brands will become victim to whatever people feel and share. In an always-on world where everyone is connected to information and also one another, customer experience is your brand.

Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success.

For centuries, economics was dominated by the idea that we are rational individuals who optimize our own “utility”. Then, in the 1970s, psychologists demonstrated that the reality is a lot messier. We don’t really know what our utility is, and we care about people other than ourselves. We are susceptible to external nudges. And far from being perfectly rational, we are prone to “cognitive biases” with complex effects on decision-making, such as forgetting to prepare for retirement.

This guide provides critical help to anyone interested in neuromarketing research. It covers basic neuroscience principles as well as a clear and simple description of the pros and cons of each research method currently used to collect neurophysiological data to assess the effectiveness of marketing stimuli. Unlike a traditional textbook, this guide is written by a foremost researcher in neuromarketing and media psychology. Not only do you get the practical information you expect but you will also learn a very successful persuasion theory recently introduced by the author in a new book ...

K-beauty has captured imaginations worldwide by promising a kind of mesmerizing perfection. Its skincare and makeup products—creams packaged to look like milkshakes or pandas, and snail mucus face masks, to name a few—work together to fascinate us, champion consumerism, and invite us to indulge. In the four years Elise spent in Seoul as NPR’s bureau chief, the global K-beauty industry quadrupled. Today it's worth $10 billion and is only getting bigger as it rides the Hallyu wave around the globe.

Since founding Fixup, a pop-up repair shop, Sandra Goldmark has become a leader in the movement to demand better "stuff". She doesn't just want to help us clear clutter - she aims to move us away from throwaway culture, to teach us to reuse and repurpose more thoughtfully, and to urge companies to produce better stuff. Although her goal is ambitious, the solution to getting there is surprisingly simple and involves all of us: have good stuff, not too much, mostly reclaimed, care for it, and pass it on.

Written in the trenches of helping hundreds of B2B SaaS businesses, The Pricing Roadmap will help you pour gasoline on the fire of your pricing. Ditch the guesswork with this step-by-step guide to designing SaaS pricing that grows your business—whether you’re a startup, prerevenue venture, or an established market leader.

Designers and managers hope their products become essential for users-integrated into their lives like Instagram, Lyft, and others have become. Such deep integration isn't accidental: it's a process of careful design and iterative learning, especially for technology companies. This guide shows you how to apply behavioral science—research that supports many products—to help your users achieve their goals using your product.

Un cliente totalmente cambiante y en un entorno caracterizado por el exceso de oferta ha hecho mucho más complejas la estrategia de acercamiento a él y la venta. Una de las claves es hablar al cerebro del consumidor y añadir valor en cada interacción.

Cheap fashion has fundamentally changed the way most Americans dress. Stores ranging from discounters like Target to fast fashion chains like H&M now offer the newest trends at unprecedentedly low prices. Retailers are producing clothes at enormous volumes in order to drive prices down and profits up, and they've turned clothing into a disposable good.

Customers everywhere describe their interactions with companies in a deeply personal way: We hate our banks, love our smartphones, and think the cable company is out to get us. What is actually going through our brains when we make these judgments? Customer loyalty expert Chris Malone and top social psychologist Susan Fiske have discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.