Philip Graves's "Consumer.ology" is a comprehensive guide to understanding the unconscious mind's influence on consumer behavior, challenging the traditional market research paradigm. Graves asserts that most consumer decisions are driven by subconscious motivations and environmental factors, rather than conscious rational thought. He argues that traditional market research, focused on conscious responses and opinions, often provides misleading data and fails to capture the true drivers of consumer choice. The book explores how various external stimuli, such as scent, imagery, and social influence, impact behavior. It delves into the power of unconscious biases like loss aversion, the impact of context, and the limitations of focus groups. Graves offers alternative approaches, emphasizing behavioral observation and the importance of understanding consumer experience in context. The book aims to equip readers with practical knowledge to navigate the complexities of consumer behavior and create more effective marketing strategies based on a deeper understanding of how people think and act.