Market research is a myth. And by that, author Philip Graves, one of the worlds leading experts in consumer behavior, means that the results of your typical market research campaign are completely unreliable. The idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. Consumerology shines the light on consumer behavior and the key driver of that behavior, the subconscious mind. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior. Along the way, he reveals why the current practice of market research is a false science, why we often don't buy, and how to understand consumers better than they do themselves.