PUBLICATIONS
Feel, Behave, Think – The Pathway to Human Decision Making
UNDERSTANDING THE POWER OF EMOTION
One of the core findings of modern behavioral science is that we often don’t know why we do what we do. You can ask somebody: Why did you choose that car? Why did you choose that product? Why did you buy that brand? Unbeknownst to us we have arrived at the decision through a complex, efficient, and subconscious emotional construct. We know what we’re feeling, just not how and why we got to the decision. But we also don’t want to admit how little we know about how we arrived at the decision, and because we are in control of the narrative, we derive a rational process to fulfill the story.
This book explores the pathway to human decision making, that we feel, then behave and lastly, we think.
Every year, 8 out of 10 new product launches fail despite input from consumer insights and support from brand marketing. What is missing? Despite the wealth of behavioral science that demonstrates that emotions play the dominant role in decision making, the industry continues to focus on attitudes to understand behavior. We are so busy asking consumers what they think, and how they may behave, that we ignore the true impetus of decision making, how they feel.
Through this book’s engaging anecdotes, embark on a journey into the decision processes of the mind to truly understand the power of emotion.
Author: Todd Trautz, Chief Innovation & Solutions Officer, Maru Group
Eureka: The Science and Art of Insights
CAPTURING ELUSIVE INSIGHTS
Arriving at a clear and powerful insight is harder than it seems. Our pattern-making brains are subject to many biases. We can’t see our blind spots and are often led down the wrong path by tunnel vision. As an industry we don’t think much about how we arrive at an insight, we just do some analysis and assume it’s the best it can be. But is it?
Intelligence analysts, doctors, detectives, lawyers, psychologists, and other sense-makers have grappled with questions of cognitive bias and misperception and how these limitations affect their insights.
This book explores the steps other sense-makers have taken to combat their biases and blind spots. Their discoveries provide clear direction on how to elevate the quality and consistency of our insights. See further by standing on the shoulders of these giants.
Author: Andrew Grenville, Chief Research Officer, Maru Group.
The Insights Revolution: Questioning Everything
THE INSIGHTS INDUSTRY IS IN TROUBLE.
It's not growing, despite an explosion of information, decreasing costs and an increase in the need for informed decision making. And it still does not have real influence in the boardroom. It is too often focused on what happened, and not on where to go and what to do next. It focuses on methodology instead of decision making. And it is gathering its data from people it treats like chattel, which leads to results being unreliable if not downright wrong.
This book takes a problem/solution approach; it is organized into chapters which shine an uncomfortable light on all too familiar practices before suggesting a better way forward. The book is fueled by interviews with insights professionals, marketers and strategists from around the world, including people from organizations like Coca-Cola, Discovery Channel, Estée Lauder, ESOMAR, Facebook, Intel, Pfizer, PwC, Sunovion, Telstra, Twitter, Virgin Australia, U.S. Bank, Visa, Warner Bros, and World Vision.
Author: Andrew Grenville, Chief Research Officer, Maru Group.