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In my journey of building a consumer brand from scratch many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Zubin Sethna and Jim Blythe have produced the most comprehensive work on consumer behavior that I have ever seen, by far. It covers consumer behavior from all angles including an understanding of psychological and sociological issues.
Whether we like it or not, artificial intelligence is here to stay and the speed at which its applications are adopted by the consumer will only continue to rise. Lifestyle considerations, spending shifts, motivational movements and value adjustments, to name but a few, are all part of the behavioural impact which differ from generation to generation and across the gender spectrum.
Fantastic book with clear diagrams, explanations and case studies which reinforce the learning for everybody