Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuroscience Research

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9780749473846: Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuroscience Research

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 commission external research.

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Book Description:

"A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field." ( Steve Genco, author, speaker and advisor at Intuitive Consumer Insights 2015-03-03)

"A must read for any company or individual who wants to understand the potential of this new approach to marketing and retailing. Packed with interesting facts and ideas, it provides a first-class introduction to a complex and often misunderstood and miss sold technology. Well researched and referenced it combines academic rigour with an easy to understand style that will appeal to a wide readership." ( Dr. David Lewis, Chairman of Mindlab International and author of The Brain Sell 2015-03-06)

Book Description:

Decoding the Irrational Consumer summarises the key principles from related disciplines (such as psychology, neuroscience and behavioural economics) and shows how they can be brought to bear in analysing hard data.

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Bridger, Darren
ISBN 10: 0749473843 ISBN 13: 9780749473846
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Descrizione libro Paperback. Condizione libro: New. This item is printed on demand. Item doesn't include CD/DVD. Codice libro della libreria 9240422

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Bridger, Darren
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ISBN 10: 0749473843 ISBN 13: 9780749473846
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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749473843 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Codice libro della libreria 17673994

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Bridger, Darren
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749473843 ISBN 13: 9780749473846
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 234 x 156 mm. Language: English . Brand New Book. Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries. Codice libro della libreria AAS9780749473846

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Bridger, Darren
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749473843 ISBN 13: 9780749473846
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 234 x 156 mm. Language: English . Brand New Book. Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries. Codice libro della libreria AAS9780749473846

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Bridger, Darren
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ISBN 10: 0749473843 ISBN 13: 9780749473846
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Descrizione libro Kogan Page, United Kingdom, 2015. Trade Paperback. Condizione libro: New. TRADE PAPERBACK Legendary independent bookstore online since 1994. Reliable customer service and no-hassle return policy. Business>General. Book: NEW, New. Bookseller Inventory # 64978074947384600. Codice libro della libreria 64978074947384600

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Descrizione libro Condizione libro: New. Depending on your location, this item may ship from the US or UK. Codice libro della libreria 97807494738460000000

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Descrizione libro Kogan Page Ltd. Paperback. Condizione libro: new. BRAND NEW, Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research, Darren Bridger, Decoding the Irrational Consumer was written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli. Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. Codice libro della libreria B9780749473846

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Descrizione libro Kogan Page, 2015. Paperback. Condizione libro: New. book. Codice libro della libreria 0749473843

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Bridger, Darren
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Descrizione libro Kogan Page, 2015. Condizione libro: New. Decoding the Irrational Consumer summarises the key principles from related disciplines (such as psychology, neuroscience and behavioural economics) and shows how they can be brought to bear in analysing hard data. Series: Marketing Science. Num Pages: 224 pages, black & white illustrations. BIC Classification: KJSM. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 158 x 234 x 15. Weight in Grams: 344. . 2015. 1st Edition. Paperback. . . . . . Codice libro della libreria V9780749473846

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Descrizione libro Condizione libro: Brand New. Brand New Original US Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Codice libro della libreria AIND-67306

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