Body of Truth
In Body of Truth, Dan Hill, PhD, explodes the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.
Body of Truth offers a new methodology that more accurately measures consumer desire and helps marketers use that data to craft more compelling and resonating brand stories. It transforms complex scientific concepts into actionable principles that marketers can immediately implement, and presents real-world examples of leading companies that have found powerful ways to communicate with consumers.
"Finding out what customers can't or won't say is key to improving the customer experience. Dan Hill's terrific book shows you how to accomplish this challenge!"
– Bernd Schmitt, author, Customer Experience Management
"Hill takes marketers beyond the traditional consumer decision process and shows the importance of experiential branding. Not only does he describe the fundamental process of creating emotional connections with consumers, he gives tons of practical examples to show how to do it."
– Roger Blackwell, PhD, former Professor of Marketing, The Ohio State University and coauthor, Brands That Rock
"How does this benefit marketing professionals and ad executives? It provides you consumer insight that will increase the probability that your marketing strategies will impact behavior and ultimately drive revenue for your firm."
– Lawrence Denaro, CEO, Q2 Brand Intelligence
"Body of Truth contributes a fresh and welcome perspective to the discipline of marketing. Dr. Dan Hill's work will be enjoyed by all intellectually inquisitive professionals who seek to build better relationships with their customers, employees, and channel partners."
– Mike Kust, Chief Knowledge Officer, Carlson Marketing Group
"Buyers are liars! When it comes to traditional research, what customers SAY and what they DO are often world's apart. These revolutionary research techniques help uncover the true behavior behind all the words."
– Rob Wallace, Managing Partner, Wallace Church