Episode 74 Interview: Phil Graves, author of Consumerology, on the hidden flaws of market research
In this episode, we chat with Phil Graves, author of Consumerology. As a leading voice on the flaws of traditional market research, he explains why what customers say often differs from what they do. He also highlights the mechanisms behind purchase decisions and explores how behavioral science offers a more reliable lens for understanding real consumer behavior.
Episode Highlights
Most market research is flawed because it asks people why they do things when people don’t truly know why they act. Focus groups and surveys ignore unconscious drivers, leading brands to trust misleading insights.
Flawed research methods persist because they’re easy, cheap, and give a false sense of certainty. People believe what fits their worldview and ignore failures, allowing bad research to continue unchallenged in large organizations.
Marketers should prioritize behavioral data because it’s true, observable, and actionable. Unlike opinions, it reveals what people actually do, offering better insight into real-world decisions without the noise of biased self-reporting.
Resources & Useful Links
See below for additional resources from this week's episode.
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Ep73 - Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work
In this episode, MichaelAaron and Richard sit down with Rory Sutherland to explore why irrational ideas often outperform logical ones in marketing. From reverse benchmarking to the power of perception, Rory shares how small behavioral insights can drive big brand value—and why most companies are missing the point.
Ep72 - Behavioral science for agencies: media planning
In this episode, we explore how behavioral science can be applied to sharpen media planning. From the power of context to the surprising impact of mood and age (especially when it ends in 9), we reveal how understanding human behavior can lead to smarter targeting.
