Phil Graves

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 He critiques outdated methods, advocates for innovative research techniques, and shares insights on live testing, particularly in observing consumer habits.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.