What Your Customer Wants and Can’t Tell You explains the neuroscience of consumer behavior. Learn exactly why people buy and how to use that knowledge to improve pricing, increase sales, create better “brain-friendly” brand messaging, and be a more effective leader.
If you like marketing and business looks like Nudge by Richard Thaler and Cass Sunstein, Predictably Irrational by Dan Ariely, or This is Marketing by Seth Godin, you’ll love What Your Customer Wants and Can’t Tell You.
What Your Customer Wants and Can’t Tell You goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses and business professionals can use science to make their companies better. In this book, business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to achieve real, bottom-line benefits.
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Go beyond data science for business and apply behavioral economics. Learn how the consumer brain works. Become a better leader and creatively and effectively market your brand by understanding the true needs of your customers.
Dramatically improve your effectiveness as a leader and marketer with the practical tools in this book, including:
Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business, has downloads in over 160 countries. Melina worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. She has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for Inc Magazine. Her first book, What Your Customer Wants and Can’t Tell You, launches May 2021.
There are hundreds of concepts your customer’s subconscious brain uses to make thousands of decisions every day. Over years of work, we’ve learned there are some common ones that are central to any business project. And while no two projects are the same, we often follow a similar process when working with clients from any size or genre.
STEP 1: This is the most important (and where most businesses go wrong)…understanding the true problem.
STEP 2: Dig in on existing research as we develop a study or project plan.
STEP 3: Test and implement!
STEP 4: Analyze results to determine how to continue to improve in the future.