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Five Myths of Consumer Behavior: Create Technology Products Consumers Will Love [Paperback]

Paul Allen Smethers , Alastair France


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Book Description

November 2006
Paul Allen Smethers and Alastair France have spent the last 20 years helping to improve products for many of the largest consumer technology companies in the world. Their specialty is in analyzing the footprints of consumers who use technology products - for example, the transactions of a user navigating through a web site.

After analyzing billions of transactions from millions of real users, Smethers and France are able to answer some tough questions: What attracts consumers? What paths are consumers taking? Quite simply, what works best?

The results of these studies are amazing. Consumers behave exactly opposite to how the experts in the industry predicted they would. Smethers and France have built new consumer behavior models to explain these results. When these models are applied to real products, consumer usage usually doubles or triples within weeks.

Five Myths of Consumer Behavior explains these new models and is a critical tool for entrepreneurs, marketers, and engineers trying to crack the consumer technology marketplace.

* Find out why 85% of first-time users fail to find acceptable value with new products and features.

* Find out why adding more features to a product will often reduce consumer usage, not increase it.

* Find out why increasing your advertising at the wrong time may hurt your product's consumer adoption.


Product Details

  • Paperback: 153 pages
  • Publisher: Consumerease (November 2006)
  • Language: English
  • ISBN-10: 0976357828
  • ISBN-13: 978-0976357827
  • Product Dimensions: 21.5 x 16.1 x 1 cm
  • Shipping Weight: 227 g
  • Amazon Bestsellers Rank: #838,925 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  5 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars The 5 Myths Too Many Software Teams Don't Realize! Dec 18 2010
By Joseph Ward - Published on Amazon.com
Format:Paperback|Verified Purchase
This book has become a *vital* part of the core philosophies of our Viral Age Inc team. When developing our software, we constantly consider the 5 Myths and we avoid (at all costs) slipping back into the old school developer mentality. To add a new feature to our software, the team member that brings it to the table has to build a compelling case for why it adds value to our end users (who do not and won't use the software just like us). If we can't prove that it's something our users will need/want/love, it doesn't make it into the product. I've read, summarized, shared, quoted, and spoken at length about the 5 myths and this book more so than any other book in my library. In fact, I think it's a travesty for any software team that doesn't have a copy next to each team member's keyboard! We'll find out more in alpha testing how well we've done. In the event users tell us otherwise, we'll take their feedback and iterate, once again staying true to the principles of the 5 Myths.
2 of 3 people found the following review helpful
5.0 out of 5 stars Not For Everyone...But That's A Supreme Compliment Nov. 12 2006
By Andy Nulman - Published on Amazon.com
Format:Paperback
This is a specific book for a specific market, but if you do create any type of consumer-touching tech product--from hardware or software to websites, blogs (like mine [...]) and any type of e-commerce--it's a real Godsend. I devoured this one in an evening and a morning, interrupted only by a night's sleep...where I dreamt about the multiple raminfications this could have on my mobile entertainment business. Breezily written in a style so real-world and friendly that it's accessible to a wide audience, but after getting to know Smethers and France in print, I would suspect that cutting a wide swath through the book-buying public would just serve to disprove the theory they build so convincingly. These guys are bright, concise and relevant, and demystify a process that even many of tech's big boys have trouble dealing with. Mark me down as a "Power User" of the Five Myths.
5.0 out of 5 stars MUST READ if you deal with product dev/website design Dec 30 2006
By John C. - Published on Amazon.com
Format:Paperback|Verified Purchase
This book was great and gives concrete examples and projections about the abandonment rate of users. This book could be helpful across a range of industries, and I find it of particular relevance for website design.

Too many webmasters/product designers forget about the end user, and in this book the authors layout specific fallacies ("myths") and prescribe a better way of approaching development.

It's a quick read, but invaluable!
5.0 out of 5 stars Amazing book if you fit into its targeted audience July 14 2007
By Phillip Schwarzmann - Published on Amazon.com
Format:Paperback|Verified Purchase
Its for a very niche audience, technology marketers, technology product managers, technology online marketers. Especially if you're in the telecommunications industry.

Great writing style, quick read, essential reading if you fit into the targeted audience.
5.0 out of 5 stars Simple, effective and to the point Jan. 28 2007
By UL - Published on Amazon.com
Format:Paperback|Verified Purchase
This is a great book for light reading or serious investigation.

Even though the book is specifically targeted for technology products, the ideas and concepts apply equally well to any product that is being developed with a general audience in mind.

You dont need to be creating a product to purchase this book.

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