Graves, a consultant and speaker on consumer behavior, exposes market research as a false science, claiming that questionnaires and focus groups provide almost no useful information. Arguing that successful marketing must connect with the consumer's emotions, the author gives background on the consumer's unconscious mind, drawing on recent research in psychology and neuroscience to reveal what really drives consumer behavior. The book provides examples of research-driven failures of major companies, such as the New Coke and the Millennium Dome, as well as examples of successes after ignoring market research results, such as Bailey's liqueur. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)