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Index
Cover Page
Title Page
Copyright Page
Contents
Foreword
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
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