Customer Reviews

The Consistent Consumer: Predicting Future Behavior through Lasting Values

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Under the innovative premise that population groups can be better represented by their shared values rather then the traditional view of generations, The Consistent Consumer provides tremendous insight into the value creation events behind each of its defined five "Value Populations", along with valuable examples demonstrating practical approaches to successfully convert this knowledge into true business intelligence. The Consistent Consumer is an excellent resource for anyone looking to better understand and market to specific target population groups. Highly recommended!

I found this book to be quite useful. It has changed the way that I think about our clients, and how they make buying decisions. As a techie, it is often difficult for me to step outside my worldview and see these decisions from another point of view. This book motivated me to do so, and to consider the impact of clients' values on the decision-making process; it's been a worthwhile exercise.

The Consistent Consumer posits that consumers decide what to purchase according to their own internal value systems. The authors define five "value populations" that have shared histories and values which guide their purchasing decisions. This information can help readers of the book to tailor marketing plans, and future products, to meet the needs of the different value populations. We all want to better understand, and have better relationships with, our customers. The Consistent Consumer is a useful manual to push us in that direction. It's based on a revolutionary premise, well-written and well-executed. I highly recommend that you check it out!

This book has created a dramatic evolution in my understanding of communicating to target audiences.It has given me a better understanding of how to market to - or communicate with - different generations based on core values, not past behaviors. I highly recommend it.