Tomorrow People: Mapping the Needs and Desires of Tomorrow's Customers Now (Hardcover)

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

What would you give to see today what your customers will want tomorrow? To discover their needs, desires and chosen brands. Who will they be? How will they behave? And what will they want from your business?

The future of consumer behaviour is a profit margin waiting to happen for those who read it correctly. But tomorrow's consumers want to be seen as people; not numbers, or markets to be segmented and targeted. How will your business and brand fit into their lives? 

The Tomorrow People 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? As an individual, a brand, a corporation?

By understanding the nature of trends, their dynamics or science, we can learn not only to see them, but also how to map them use them to generate products, brands and services for tomorrow's consumers. It's all about behaviour. 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 behaviour 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 customer-centric.

Learn to do this and you can interact with your consumers 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.

Read this book and get better at

1. understanding your future customers; what they want and expect
2. mapping, predicting and responding to market trends before your competitors
3. connecting your brands with living people not dead data
4. creating, developing and launching the new products, services and brands that will deliver future profits - sorting profit opportunities from potential profit failures

"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 a 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

"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