There is a huge amount of research into consumer preferences being conducted around the world, but not all of them lead to the desired results: failures happen at every step. Companies appear to be misinterpreting the situation. How to look into the future? The book's author, Martin Raymond, CEO of The Future Laboratory, says consumer trends emerging today can tell us a lot about the future. He covers where to find profit potential, how to use social media, and what to base your marketing on. Recommended reading for company managers, marketing and branding specialists, students of MBA and master's programs.