CONTENTS

Foreword by Kevin Hogan

Preface to the paperback edition

Overture: The moment of truth

1 Understanding the Unconscious Mind

Why we buy what we do but can’t explain it

2 Reading Consumers

Insights into the unconscious mind

3 The Consumer in Context

Environmental influences

4 What Consumers Do

Studying behavior

5 The Irrelevant Consumer

Questioning questions

6 Relevant Answers

Questions worth asking

7 Understanding the Crowd

Focusing on focus groups

8 Consumer Futurology

Influencing innovation

9 Gaining an Edge

Beyond market research

Epilogue

Notes

Index

Acknowledgments