Are your first-time
We all know that increasing advertising and promotions will attract more users, but will those users come back? Why do some consumers become loyal users while others never return? Would changing the product help?
When you analyze or measure your product or service, do you separate out the experiences of new users and compare them to the experiences of repeat users? If not, you may be missing vital clues as to where you can focus your marketing and engineering efforts. You need to know how different types of users use your product so you can improve their experiences—and your results.
Authors Paul Allen Smethers and Alastair France analyzed billions of transactions from millions of real consumers to find the answers to this and other tough questions. Their top-selling book, Five Myths of Consumer Behavior
, helps explain why some products or features succeed while others don’t.
Five Myths of Consumer Behavior
is a valuable tool for entrepreneurs, marketers, and engineers trying to crack the consumer technology marketplace. It retails for $14.95, and you can pick it up at
What others say:
The methodology for consumer adoption proposed here has definitely helped us drive service usage and market penetration for Vodafone live!
—Csaba Tarnai, Milan, County Manager Vodafone live!
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. 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 how to approach them, the many costs to the consumer and why it’s so important to highlight a product’s true value.
—The Creative Generalist
Read this? I devoured it in two days (interrupted only by the need to sleep). Very specific, but incredibly relevant to anyone creating tech products, like we do at Airborne. Written in a breezy, accessible style (despite its subject matter), the authors’ melding of the standard product S-curve and a broken-up consumer adoption funnel is pure genius. What a find!
—Andy Nulman, President and CMO Airborne Entertainment
Where to buy:
The easiest way to purchase Five Myths of Consumer Behavior
is to go to
and purchase it online. The retail price is US$14.95.