検索キーワード： 消費者行動・市場調査

「専門家の予測精度はチンパンジーのダーツ投げ並み」―ーこんな調査結果で注目を浴びた著者の研究チームが、大規模な予測力研究プロジェクトを実施した。

「泣ける」から読み解く、心を動かす感情マーケティング「映画を見て号泣した」「いつもの定食屋さんに行こう」「自分へのご褒美に買っちゃった」

Z世代を中心に、コスパならぬ「タイパ」(時間対効果)の追求が当たり前となった。

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications. In the new edition of this highly acclaimed bestseller...

How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In the second edition of this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation.

In Marketing 6.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

さらば勘と経験！データドリブンで急成長を実現したノウハウを公開。★変えたことはたった一つ。データドリブン経営に舵をきり、売上右肩上がりの急成長。「一休.com」では具体的に何が行われていたのか？本邦初公開！

Spread through the public in the form of popular stories, ideas can go viral and move markets - whether it's the belief that tech stocks can only go up or that housing prices never fall. Whether true or false, stories like these - transmitted by word of mouth, by the news media, and increasingly by social media - drive the economy by driving our decisions about how and where to invest, how much to spend and save, and more. But despite the obvious importance of such stories, most economists have paid little attention to them. Narrative Economics sets out to change that.

「爆買い」から「高級体験」へ――。新たな需要を満たそうと、今、せきを切ったように外国人観光客が日本を訪れ始めている。彼らの日々の旅の終着地であるホテルは、富裕層に照準を合わせ、生き残りを懸けた決戦に挑もうとしている。

The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What...

HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas. ""A breakthrough book. Wonderfully applicable to about everything in life."" —Nassim Nicholas Taleb...

Why do some products capture our attention, while others flop? What makes us engage with certain products out of habit? Is there a pattern underlying how technologies hook us? This audiobook introduces listeners to the "Hooked Model", a four-step process companies use to build customer habits. Through consecutive cycles through the hook, successful products reach their ultimate goal of bringing users back repeatedly - without depending on costly advertising or aggressive messaging.

どうもこんにちは、石崎力也です。覚えていますか？10年前、僕らはTSUTAYAに映画のDVDを借りに行っていました。音楽が聞きたいと思ったらどうしていたか？たぶんファンならCDを買っていたはず。

Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. The reason, the authors explain, is that, being human, we are all susceptible to various biases that can lead us to blunder. Our mistakes can make us poor and unhealthy. We often make bad decisions about education, personal finance, health care, family, and the environment.

#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and...

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for. How do companies know how...

Richard H. Thaler has spent his career studying the radical notion that the central agents in the economy are humans - predictable, error-prone individuals. Misbehaving is his arresting, frequently hilarious account of the struggle to bring an academic discipline back down to earth - and change the way we think about economics, ourselves, and our world.

Brought to you by Penguin. Essential lessons in hospitality for every business, from the former co-owner of legendary restaurant Eleven Madison Park. Will Guidara was twenty-six when he took the helm of Eleven Madison Park, a struggling two-star brasserie that had never quite lived up to its...

We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. Sugar can be as habit-forming as cocaine, researchers tell us, and social media apps are hooking our kids. But what can we do to resist temptations that insidiously and deliberately rewire our brains? Nothing, David Courtwright says, unless we understand the history and character of the global enterprises that create and cater to our bad habits.

Brought to you by Penguin. THE INTERNATIONAL BESTSELLER: OVER HALF A MILLION COPIES SOLD Matthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers. Challenge them! What's the secret to sales success? If you're like most business leaders...