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
A way of identifying a consumer’s preoccupied with risk is through the questions they ask.
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
There is little point in asking a television viewer what he thinks of a new program’s title, if it contains words that his unconscious mind would pass over and filter out of conscious appraisal at the moment of the selection decision is made in reality.
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.
Graphic Design: A User’s Manual by Adrian Shaughnessy
People are never ready for any disruptive bold changes if you ask them. Emotionally, people will tell you a different story if you know how to listen and probe deeper into their subconscious to connect with their hidden dreams.
Brand Jam by Marc Gobé
It is acceptable to borrow from others as long as we make something now out of what we borrow. It is also essential that we are willing to acknowledge our sources.