Consumer.ology [electronic resource] : the market research myth, the truth about consumers and the psychology of shopping / Philip Graves.

Understanding the unconscious mind : why we buy what we do but can't explain it
Reading consumers : insights into the unconscious mind
The consumer in context : environmental influences
What consumers do : studying behavior
The irrelevant consumer : questioning questions
Relevant answers : questions worth asking
Understanding the crowd : focusing on focus groups
Consumer futurology : influencing innovation
Gaining an edge : beyond market research.