Decoding the Irrational Consumer

Reviews / Votes

"A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field." * Steve Genco, author, speaker and advisor at Intuitive Consumer Insights * "A must read for any company or individual who wants to understand the potential of this new approach to marketing and retailing. Packed with interesting facts and ideas, it provides a first-class introduction to a complex and often misunderstood and miss sold technology. Well researched and referenced it combines academic rigour with an easy to understand style that will appeal to a wide readership." * Dr. David Lewis, Chairman of Mindlab International and author of The Brain Sell * "A great introduction for the total newcomer to the subject as well as providing an essential reference resource to the more involved professional or academic. If you are in any way involved in marketing, advertising or any promotional activities then you should strongly consider this book." * Darren Ingram, Darren Ingram Media * "A new and positive phase in the evolution of neuromarketing theory and practice ... If you are serious about neuromarketing research, either as a buyer or a provider, you should have this book on your (physical or virtual) bookshelf." * Steve Genco, Intuitive Consumer * "The valuable feature of the content of this book is that the author not only details the tools used nowadays in neuromarketing research, but he also offers basic principles of neuro-testing that should be respected by any researcher, in terms of recruitment and cultural differences, benchmarking and normalizing, understanding the differences between a controlled environment such as a laboratory, online and real-world testing and also sets a few interesting points that should be considered in such experiments. The book opens the neuromarketing toolbox a little more to the wide audience, as it introduces the main theories that forms the base of this field of research and then presents each tool, the ideas that make it work and what can be done with it." * Neuromarketing Theory & Practice Magazine *