The Big Lie: . . . or Interpreting Your Global Customer's Inner Life for Profit

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9781452578903: The Big Lie: . . . or Interpreting Your Global Customer's Inner Life for Profit
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Marketing needs a 21st century update. Today's consumers are fundamentally different - they think of themselves as more sophisticated, smarter, more original than previous generations. But, in truth, they are human - they still need the validation of the crowd, still want to fit in. They want to uniquely belong. This creates a 'duplexity' - a projected persona versus an inner monologue. Nobody is totally honest or self-aware all the time. Marketers now have to respect what consumers say aloud, while simultaneously delivering them the products and services they inwardly demand. This is the theme explored by Future Foundation, the leading global independent consumer trends and insight consultancy, in The Big Lie, recently awarded Marketing Book of the Year 2014 by Expert Marketer Magazine. Packed with real examples, insight and practical applications, The Big Lie can lead to better business strategies and is a must for any professional who puts the consumer at the heart of their business. It is about ultimate consumer truths. A short video and free sample chapter are available at

Über den Autor:

Future Foundation is the world’s leading independent consumer trends and insight enterprise.  For nearly 20 years, we have fused science with creativity to generate unique, profitable insights for clients.  Our global program of robust research and analysis – shared with over 200 international brands through our nVision trend service - provides ‘total insight’ across consumer, competitor, commercial, and cultural trends. We spark inspiration with a of blend quantitative research in 24 markets and powerful qualitative insights from our global network of experts and local trendspotters.  The Big Lie has been co-authored by Future Foundation CEO Christophe Jouan, MD Meabh Quoirin and Editorial Director James Murphy.


For more information on the Future Foundation, visit

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