The New World of the Global Consumer

A customer-centric brand is clearly a priority today for most organizations. But how can management achieve that if they can’t believe what customers tell their market researchers?

The new global consumer appears to be a bundle of contradictions who keeps secrets from marketers and sometimes lies to us. A recent Y&R study, Secrets & Lies, the Hidden Side of the Global Consumer found that people appear to be hiding some of their most important desires and brand perceptions. The study asked about consumer personal values and their liking of brands in two ways:

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About the Author

Chip Walker is Executive Vice President, Brand Planning at Young & Rubicam Advertising, where he helps clients with brand strategy and consumer understanding as well as heading thought leadership initiatives for the Agency.