Five Myths of Consumer Behavior: Create Technology Products that Consumer Will Love - Softcover

Paul Allen Smethers; Alastair France

Softcover

ISBN 10: 0976357828 ISBN 13: 9780976357827

Publisher: Consumerease, 2006

Synopsis

Paul Allen Smethers and Alastair France have spent the last 20 years helping to improve products for many of the largest consumer technology companies in the world. Their specialty is in analyzing the footprints of consumers who use technology products - for example, the transactions of a user navigating through a web site.

After analyzing billions of transactions from millions of real users, Smethers and France are able to answer some tough questions: What attracts consumers? What paths are consumers taking? Quite simply, what works best?

The results of these studies are amazing. Consumers behave exactly opposite to how the experts in the industry predicted they would. Smethers and France have built new consumer behavior models to explain these results. When these models are applied to real products, consumer usage usually doubles or triples within weeks.

Five Myths of Consumer Behavior explains these new models and is a critical tool for entrepreneurs, marketers, and engineers trying to crack the consumer technology marketplace.

* Find out why 85% of first-time users fail to find acceptable value with new products and features.

* Find out why adding more features to a product will often reduce consumer usage, not increase it.

* Find out why increasing your advertising at the wrong time may hurt your product's consumer adoption.

About this title

About the Author

Paul Allen Smethers, based in Seattle, and Alastair France, based in England, have worked together for 7 years as strategy consultants to some of the biggest names in consumer technology. Both have marketing backgrounds for consumer technology products. Together they have performed major data analysis and product improvement projects around the world.

Edition details

• Publisher: Consumerease
• Publication date: 2006
• Language: English
• ISBN 10: 0976357828
• ISBN 13: 9780976357827
• Binding: Paperback
• Number of pages: 153