I just finished Paul Allen Smethers and Alastair France's new book Five Myths of Consumer Behavior: Create Technology Products Consumers Will Love. It's been required reading at the office and for good reason. It's a superb book! Something every marketing student and product designer or engineer should pick up. [It also supports/echos some of what Jane ("the empathic economy"), Susan ("making customers happy") and Russell ("uncovering insights") touched on in their recent interviews here.]
At only 147 big-print pages it's a rather quick read but it packs a big punch and does a fine job at outlining core yet often overlooked consumer behaviour principles. In particular, Smethers articulately explains (in plain English) the various phases and stalling points of new product adoption, the barriers to initial use and proper usability, the different types of users and ...
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Corante Innovation Hub
The Corante Innovation Hub is your starting point for keeping abreast of the best writing and thinking on innovation across the blogosphere and beyond. Here you'll find the field's most insightful observers and commentators tracking and reporting on its latest developments as well as weighing in on its future. For a full description of the Innovation Hub and the Corante Network in general, visit this page.
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