The Big Lie
. . . or interpreting your global customer’s inner life for profit
by
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The Big Lie (or interpreting your global consumer’s inner life for profit)
Social conformities and conventions exercise a massive influence over how consumers talk - even to themselves - about their needs and dreams. All consumer choice is, to some measurable extent, a social experience. This said, insight professionals have to decode responses to opinion research findings in a way which allows brands to learn all about the consumer’s projected personas as well as their inner monologues. The two-tiered goal has to be to respect what consumers say out loud while delivering them the products and services which they inwardly demand. Consumers will be happy to go along with this “duality of marketing” if satisfaction is guaranteed and sustained. Nobody is totally honest or self-aware all the time. With this truth front of mind, the Big Lie takes the insight professional down the path to tighter intimacies with consumers in all the markets they inhabit.
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About the Book
Future Foundation is a trends and forecasting agency with global reach has been operational for nearly twenty years is completely independent of any other company or organization beyond sharing general values, has no political opinions partners and counsels more than two hundred corporate clients runs its own data bank of opinion research findings, going back years probes consumer opinion in twenty-eight countries on an annual basis manages its own team of two hundred trendspotters across the globe is committed to excellence in the visual and verbal presentation of ideas and intuitions holds as its motto and its goal “Science Meets Creativity” is in business to see its clients prosper through the ingenious application of enriched insight into the lives of consumers, citizens, people