In the mind of tomorrow's consumer
17 Jun 03

Ideas are the future, but many companies still cling to the notion of products being the best way to maximize profits. The Tomorrow People shows you how to abandon the products-to-profits route in favour of creating an approach that allows you to anticipate, map and influence consumer buying habits and tomorrow's super-trends today.

Tomorrow's consumers want to be seen as people, not numbers or markets to be segmented and targeted. In The Tomorrow People you can learn how to read live trends not dead data.

By understanding the nature of trends and their dynamics, we can start to understand not only how to identify them, but also how to use them to generate and carry ideas, products, brands and services for tomorrow's consumers.

The Tomorrow People is a futures marketing manual and ideas book for those seeking insight into how ideas, trends and the future can be measured, anticipated and influenced. It will help you systematically profile consumers' evolving demands and give a blueprint to product development, services and brands that will meet tomorrow's needs today.

This book can help you by:

• profiling your future customers and understanding their demands 
• mapping, predicting and responding to market trends before your competitors
• creating, developing and launching the new products, services and brands that will deliver future profits - sorting profit opportunities from potential profit failures

The Tomorrow People goes beyond looking at how ideas spread and the rate at which we adopt them, but how businesses can better anticipate and work towards ideas-solutions that are more in keeping with consumer desires.

Likewise it looks at tomorrow's super-brands and how these are being created by companies more and more aware that the future is about ideas, desires and social factoring via brands, status massaging and signalling than it is about class, income or ethno-geographic distribution.

The Tomorrow People - Future consumers and how to read them today by Martin Raymond, published 7 July by Financial Times Prentice Hall, priced £22.99. To order this book click here.

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