Melina Palmer - What Your Customer Wants and Cant Tell You: Unlocking Consumer Decisions with the Science of Behavioral Economics

Praise for
What Your Customer Wants and Cant Tell You

You trust your gut, right? Well, so did many other business leaders, just before their gut reactions led them to make decisions that brought down great companies and high-flying careers. Melina Palmers book, relying on the latest research in behavioral economics, shows you how to avoid the dangerous judgment errors called cognitive biases that brought down previously successful leaders. Palmer is an excellent science and business communicator and provides clear and business-relevant explanations of what you need to know to use behavioral economics insights to protect your company an d career.

Dr. Gleb Tsipursky, behavioral scientist, CEO of Disaster Avoidance Experts and bestselling author of Never Go with Your Gut and The Blindspots Between Us

Melina is skilled in taking the theoretical concepts behind behavioral economics and making them easy to understand and apply. She is a thought leader in this space, experienced at working with marketing and non-marketing professionals in integrating these concepts into their corporate strategy and driving significant results. This book is a must have for anyone that is looking to grow their business through a deeper understanding of how people make d ecisions.

Justin Martin, EVP/chief operating officer of Verity Cr edit Union

With this book, Melina will challenge the way you think about your personal and business decisions and the real whys driving your customers choices. Dont overthink this decision to dig in a nd learn.

Will Leach, CEO of Mindst ate Group
and author of Marketing to Mindstates

What Your Customer Wants and Cant Tell You: Unlocking Consumer Brains with the Science of Behavioral Economics is a great guide to the customers mind. Written for the savvy businessperson, the book delves into behavioral economics with an entry-level, yet accessible, approach that will not only enlighten, but also e ntertain.

Nir Eyal, bestselling author of Hooked and Indi stractable

Melina Palmer has taken the insights she has gathered from years of producing her wonderful podcast, The Brainy Business , and packed them all into this fun, delightful book that will leave you with new, smart ideas to launch your business to the next level. Filled with actionable knowledge, What Your Customer Wants and Cant Tell You: Unlocking Consumer Brains with the Science of Behavioral Economics is a treasure trove of ways you can use psychological principles to amplify your marketing and sales efforts. From insights on pricing and priming, to messaging and nudges, to reciprocity and habits, this book provides you with hundreds of hints and tips that can be implemented immediately. This is a must-read for anyone who is interested in how to unlock the power of behavioral economics with their c ustomers.

Dr. Kurt Nelson, founder and chief behavioral scientist of The Lantern Group and cohost of the award-winning Behavioral Groov es podcast

I really enjoyed reading What Your Customer Wants and Cant Tell You . Melina is a great storyteller and, being a twenty-four-year P&G Insights veteran, I can see how most (if not all) of these behavioral economics concepts have been applied to the different brands Ive worked on . What Your Customer Wants and Cant Tell You pulls these concepts together beautifully by providing case studies and stories, making it far easier than any other resources Ive seen to translate BE concepts into a world of business.

Dr. D. Keith Ewart, VP Insights at CloudArmy

Melina Palmer, a true expert in the field of behavioral economics, has developed a comprehensive and digestible must-read for everyone who works with brandsfrom CEO to marketing staff, product developer to solopreneur, and everyone in between. Anyone interested in leadership and running a successful, profitable business should get a copy of What Your Customer Wants and Cant Tell You and share it with their teams imm ediately.

Cristina McLamb, founder and CEO of Nich e Skincare

What Your Customer Wants and Cant Tell You is a superb, easy-to-read expos of how to apply key behavioral principles. Told in a very compelling way with an authentic style, it is a terrific guide for marketers and industry practitioners the world over. Anyone in business would benefit from the insights in t his book.

Nuala Walsh, founder of MINDEQUITY, vice-chair of UN Women UK, and cofounding member of the Global Association of Applied Behavioral Scientists

Melina Palmers book What Your Customer Wants and Cant Tell You is a wonderful guide full of behavioral economics principles and insights that can be applied in your everyday work, and an exceptional companion to Melinas podcast, The Brainy Business . A one-two punch that will be sure to nudge you into the wonderful world of applied behavior science.

Jason Archambault, director of behavioral economics at Truist Financial

An engaging and thoughtful read packed with tons of concrete examples, this book is a valuable resource for anyone seeking to understand the principles of behavioral science and apply them in their work a nd lives.

Bec Weeks, cofounde r of Pique

Like Melinas podcast, What Your Customer Wants and Cant Tell You sparkles with snappy ideas that unearth truths about human behavior with cool ideas and practical tips. It stands on the shoulders of her podcast guests and researchers who shared great ideas, but, more importantly, Melina serves them up in ways that are down-to-earth and easy to put into practice. Its a m ust-read!

Tim Houlihan, chief behavioral strategist at Behavior Alchemy and cohost of the award-winning Behavioral Groov es podcast

What Your Customer Wants and Cant Tell You is absolutely jam-packed full of fascinating examples of how, deep-down, our brains are shaping, guiding, and triggering everyday behaviorwithout us even being aware of it! Energizing, fun, and pacy, this book will appeal not just to smart-marketers, creatives, and designers looking for fresh inspiration, but to anybody interested in the latest science behind what really makes us tickand what it is that nudges us to make the choic es we do.

Thom Noble, president/CSO of Clou dArmy Inc.

What Your Customer Wants and Cant Tell You is a stand-out guide for anyone fascinated by customer behavior and the science of decision-making. Melina is an invaluable voice in the field, with a unique take on behavioral economics and its application for marketers. What Your Customer Wants and Cant Tell You is accessible in its delivery and robust in its evidence base for enthusiasts and practitioners alike, providing clear examples and memorable insighta smart balance of breadth a nd depth.

Madeline Quinlan, cofounder of Salient Behavioral Consultants and head of membership for the Global Association of Applied Behavioral Scientists

Any business needs to understand human behaviorand therefore how people thinkto succeed. Melina Palmers brilliant book brings to life the latest science explaining why we do what we do, using engaging and relatable examples, and gives you immediately practical advice and tips on how to apply it for your business. Read it so youand your businesscan benefit.

Richard Chataway, author of The Behaviour Business
and CEO of BVA Nud ge Unit UK

This book is a great resource for people wanting to make human behavior work for their business and impact the ir lives.

Dr. Marco Palma, director of the Human Behavior Laboratory at Texas A&M University

Melina has made the complex workings of the human brain, the most powerful machine on the planet even in the Age of AI, simple and approachable for anyone to understand and take adva ntage of.