Philip Graves

Philip Graves is an expert in consumer behavior and marketing research.

He has written extensively on the topic, challenging conventional wisdom in the field.

Graves argues that traditional market research methods often fail to capture true consumer motivations and behavior.

He advocates for more observational and contextual approaches to understanding consumers.

Graves developed the AFECT criteria for evaluating consumer insights and emphasizes the role of the unconscious mind in decision-making.

His work draws on principles from psychology and behavioral economics to provide a fresh perspective on consumer behavior for businesses and marketers.