Research Buyers Guide

The authoritative guide to research suppliers. Go

Research Jobfinder

The No.1 jobs resource for research and insight professionals. Go

The definitive source of research news and opinion. Go

Fair Data

The Fair Data mark helps consumers recognise who they can trust. Go

International Journal of Market Research (IJMR)

The world authority on research methodologies and techniques for professionals and academics. Go

Geodemographics Knowledge Base (GKB)

For people interested in the application of geodemographics and geo-spatial analysis. Go


The last mile: creating social and economic value from behavioral insights' by Dillip Soman

Vol. 59 No. 6, 2017 p.829–830

Dick Stroud

This book review looks at “The last mile: creating social and economic value from behavioral insights” by Dilip Soman. The book argues that organisations and governments should give more attention to the end of the value creation process. It doesn’t have new theories but instructs on how to apply existing behavioural science. The book is divided into three sections: how consumers make choices; how to understand consumer behaviour in the ‘last mile’; and translating that knowledge into tangible actions. The writing is accessible and humorous, and makes use of real world examples. The reviewer criticises the focus on examples from governments and a weaker final chapter on how organisations can benefit from the book’s ideas. Despite these shortcomings the book is still excellent.


To view the full article please login in or subscribe.

Talk to the membership team

IJMR content is only available to Certified members of MRS and above, and Warc subscribers. If you want to discuss upgrading your MRS membership please email or call +44(0)20 7566 1820.
[Download PDF]