Julian Adams has worked in the market research industry for over 20 years. He is a Director at Motif, a brand, CX and loyalty insights agency. Prior to this, he was a Partner at Illuminas LLP. Julian is a guest lecturer at Kingston University Business School, where he teaches research theory, method and nonverbal communication.

"This text provides a thought-provoking and practical approach to behavioural research in marketing. The book is unique in applying research methods to contemporary marketing practice, and provides a useful toolkit for marketers who want to up their game."- Dr Rita Kottasz, Associate Professor of Marketing, Kingston University London, Kingston Business School"This book is a must read for any market research and insight professional who wishes to have a strong theoretical underpinning for their understanding of human behaviour. It brings together in an easy to understand one-stop read key social science theory drawn from sociology, psychology and behavioural economics."- David Smith PhD, Director DVL Smith Limited and Visiting Professor University of Hertfordshire Business School

• Chapter 1: Introducing theory, Chapter 2: How social influence creates and sustains behaviour, Chapter 3: How personality governs behavioural tendencies, Chapter 4: How motivational forces drive behaviour, Chapter 5: How judgements influence behaviour, Chapter 6: How to select theory

Julian Adams has worked in the market research industry for over 20 years. He is a Director at Motif, a brand, CX and loyalty insights agency. Prior to this, he was a Partner at Illuminas LLP. Julian is a guest lecturer at Kingston University Business School, where he teaches research theory, method and nonverbal communication.

"This text provides a thought-provoking and practical approach to behavioural research in marketing. The book is unique in applying research methods to contemporary marketing practice, and provides a useful toolkit for marketers who want to up their game."- Dr Rita Kottasz, Associate Professor of Marketing, Kingston University London, Kingston Business School"This book is a must read for any market research and insight professional who wishes to have a strong theoretical underpinning for their understanding of human behaviour. It brings together in an easy to understand one-stop read key social science theory drawn from sociology, psychology and behavioural economics."- David Smith PhD, Director DVL Smith Limited and Visiting Professor University of Hertfordshire Business School

• Chapter 1: Introducing theory, Chapter 2: How social influence creates and sustains behaviour, Chapter 3: How personality governs behavioural tendencies, Chapter 4: How motivational forces drive behaviour, Chapter 5: How judgements influence behaviour, Chapter 6: How to select theory