Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research
Jul 9, 2025
In a captivating discussion with Phil Graves, author of Consumerology and founder of Shift Consultancy, listeners dive into the pitfalls of traditional market research. Phil explains the gap between consumer statements and actual behavior, emphasizing the power of behavioral science. He critiques outdated methods, advocates for innovative research techniques, and shares insights on live testing, particularly in observing consumer habits. The conversation sheds light on the challenges small businesses face with data and discusses the future of behavioral insights in an age of AI and quantum computing.
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Phil's Journey into Consumer Psychology
- Phil Graves started in market research without fully knowing qualitative methods but quickly realized traditional methods were often wrong.
- He explored psychoanalysis and behavioral economics to understand why people don't know or accurately report their own decision processes.
Market Research's Fundamental Flaws
- Traditional market research like focus groups and surveys are flawed because people don't truly understand their motivations.
- Group settings and question framing create biases that distort what people say versus what they actually do.
Why Flawed Research Persists
- Market research persists due to ease, confirmation bias, and organizational inertia despite its shortcomings.
- People prefer easy methods and avoid risk or change which supports flawed conventional approaches.
