The research interview process does more than merely ignore critical components of why people behave as they do, it changes how and what they think.

Consumer.ology by Philip Graves

If you want to know why someone does or doesn’t buy, you have to understand how the environment shapes behavior.

Divorcing the quest for understanding from the context in which it takes place is a recipe for leading yourself astray.

Consumer.ology by Philip Graves

How do we know which books to read? There are so many to choose from we couldn’t read them all – not to mention the blogs and magazines – even if we wanted to. One of the ways we decide is by studying reading lists. And there’s no shortage of reading lists to choose from.