The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy

In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.

Dr. David Forbes founded Forbes Consulting over 20 years ago as a strategic market research consultancy dedicated to creating business advantage through deep psychological consumer insights. Since that time, he has built Forbes Consulting into a major resource for scores of corporations in the CPG, Financial Services, and Pharmaceutical industries, both domestically and internationally (client list appended).

His seminal publication on motivational theory has reshaped the dialogue on the topic, and the work of he and his team at the Forbes Consulting Group has revolutionized the way his clients think about their consumers, their products, and their marketing materials―leading them to create vastly more successful products and messages targeting these new consumers.

David Forbes holds a PhD in clinical and cognitive psychology from Clark University, USA, and was a member of the faculties of Harvard Medical School Department of Psychiatry and the Harvard Laboratory of Human Development before beginning his career as a business consultant. He quickly developed a following of clients who understood the power of emotion in driving behavior, well before this became a topic of mainstream interest.

Since that time, Dr. Forbes has received numerous awards and recognitions. His work on the MindSight® tool won him the Advertising Research Foundation's Great Mind Award in 2012. He was also awarded the Brand Innovator Award at the 2012 World Brand Congress. He wasa finalist for the Disruptive Innovation Prize at the Insights Innovation Exchange 2014 Amsterdam.