Wow! eBook
Tomorrow People: Future Consumers and How to Read Them
Author(s): Martin Raymond (Author)
- Publisher: Ft Pr
- Publication Date: January 1, 2003
- Edition: 1st
- Language: English
- Print length: 279 pages
- ISBN-10: 027365957X
- ISBN-13: 9780273659570
Book Description
The future is a profit stream waiting to happen, but it takes careful observation and anticipation to make it flow your way. This book is a snapshot of tomorrow’s consumers. The world they will inhabit, the lifestyles and values they will adopt and the ways they will shop. Sooner or later every brand has to interact with tomorrow’s people, so how do you equip yourself for such a world. By understanding the nature of trends, their dynamics or science, we can not only learn to see them, but also how to map them and use them to generate products, brands and services for tomorrow’s consumers. It’s all about behavior. It’s not about dead data. In a provocative and insightful view of how emerging lifestyles and cultural changes are likely to impact on tomorrow’s consumers,
Martin Raymond alerts you to new consumer behavior patterns and teaches you to read a market and be ready to deliver exactly what your customers want. This book will help you to read trends, interpret the discoveries that you make and plug them back into your business in a way that makes it more future-facing and consumer-centric. Learn to do this and you can interact with your customers rather than react to them. You can build a truly tactile brand. In a world where tomorrow’s answers no longer lie in yesterday’s data, learn how to read people rather than reports. About the author: Martin Raymond is Editor of Viewpoint magazine (trend bible for the design and advertising industry) and co-founder of the Future Laboratory, a leading futures consultancy.
Editorial Reviews
Review
” “What Richard Pascale did in applying nature’s living systems to business models, Martin Raymond does for the future of marketing and brand development. This is the closest you will get to finding out who your customers will be tomorrow, what their aspirations and prejudices will be and how your business can provide the products and services that will capture their money.” ” Director Magazine, Oct 2003 “Martin Raymond is something between scientist and wizard: He decodes and translates tomorrow’s consumer attitudes with intelligence and wit. He uses his phenomenal cultural insight to challenge and inspire. This book will become a “must-read” for the brand architects of the future.” ” “Susanne Tide-Frater, Head of Creative Direction, Selfridges” “The Tomorrow People is a vital and engaging look at how you can gather knowledge today to ensure that, your brand, your product, your service, is relevant and attractive to the customer of tomorrow.” “Mark Delaney, Samsung Design Europe” “Martin has produced such a practical account of contemporary research and trend techniques that, if he is not careful, he’ll be doing himself out of a job – essential reading for anyone wishing to update their thinking” “Jeremy Brown – Sense Worldwide ” “The Tomorrow People is for those who want to acquire the ability to read and mine the future to deliver success today. The book is perceptive and practical. It demystifies what good forecasting and trend analysis is about and more importantly, empower the readers to do it themselves. Raymond has done the formidable job of laying bare the paths to future on plain paper.” John Williamson, Board Director, Wolff Olins ” “What [companies] really need to do is understand consumer’s lives and fit their brands into them. They need to be trend watchers; they need to be ethnographers; they need to be culturally savvy. But they don’t have the skills.” “The Financial Times” –na
About the Author
Author Martin Raymond is Editor of Viewpoint magazine (trend bible for the design and advertising industry) and co-founder of the The Future Laboratory, a leading futures consultancy. When not working with the Futures Lab or editing Viewpoint, Martin lectures at London College of Fashion and Central Saint Martin’s College of Art. He also briefs advertising agencies on the next big cultural trends they should be plugging into, and writes for Bare, the Independent on Sunday and Blueprint. He is a regular conference speaker, and also contributes frequently to Radio 4 and Front Row, Radio 4’s flagship arts program.
