Author Matt Carmichael has been tracking demographic shifts for years, and provides a data-rich look at the changing American consumer. This book follows ten families in ten representative counties to examine their lives and how the decis......more
Author Matt Carmichael has been tracking demographic shifts for years, and provides a data-rich look at the changing American consumer. This book follows ten families in ten representative counties to examine their lives and how the decisions they make impact consumer behavior. This is not just a data book, because in the end each of those numbersin datasets big and smallis a person. As you read those stories, the trends come to life and give you a greater understanding of how to reach your targetwhether its a baby boomer farmer in Teton, Montana or a set of working parents in one of the most affluent counties in the US. Carmichael focuses on the top ten trends that are reshaping the consumer landscape and impacting buying behavior and the economic outlook of the worlds most important market. For each trend he provides ethnographic research from the families, stats from the leading consumer data sources, and exclusive interviews and examples from marketers, agencies, and media executives. These trends show how America is aging, growing more diverse ethnically, and becoming more polarized economically.Buyographics is a smart, engaging read that will be important for every marketer to consider before creating a successful campaign.
Matt Carmichael is a seasoned journalist who specializes in demographics, consumer trends, and urban issues. He is a vice-President of Journal Communications Inc., and the editor of Livability.com which focuses on what makes small and mid-sized cities great places to live and work. Previously he was with Crain Communications where he served in a number of roles including the Senior director of research and data atCrains Chicago Business and Director of data strategy at Advertising Age. AtAd Age, he founded and edited the AdAgeStat blog focusing on research and analysis of demographic and consumer trends.
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