Marshal Cohen is the chief industry analyst for The NPD Group, Inc, a worldwide leader in market research and consumer behavior. His unique experience over 30 years of retail, manufacturing and research experience, along with his passion for studying consumer behavior has made him the authority on understanding and marketing to today’s consumer. Cohen regularly appears as an expert commentator on many broadcast news outlets, including the Today show, Good Morning America, CNN, and CNBC, and is extensively quoted in the Wall Street Journal, the New York Times, USA Today, Fortune, Time, and Women’s Wear Daily. He is in high demand as a speaker at key industry events, such as The National Retail Federation’s Annual Convention, The Fairchild Apparel Summit and the American Apparel and Footwear Association’s Annual Convention.

To successfully compete for customers’ wallet share, you must connect with them, understand their buying habits, and anticipate their every move.

Drawing on years of market research from The NPD Group, Cohen uncovers the major trends that drive consumer behavior, revealing why and how consumers’ daily habits affect their purchasing behavior—and how this behavior will impact your business in the future.

This groundbreaking book is the first to introduce Cohen’s innovative action plan for reaching consumers. The 5E approach — Educate, Explore, Elevate, Entertain, and Evaluate — delivers the tools you need to rethink your business, marketing, and sales strategies and leverage upcoming consumer trends. Cohen provides solid insight and proven techniques into how you can:

Educate consumers, rather than just sell to them
Explore ways to let the consumer endorse your brand
Elevate awareness to prepare consumers for what’s next
Entertain consumers and inspire purchase behavior
Evaluate the process yearly to lock-in a connection to your consumers

You’ll discover the emerging trends that impact every business, from the “Thinning Middle” and the “Shrinking Generation Gap” to the “New Value Equation.” You’ll learn from examples of companies that utilize the techniques of the 5E’s such as Wal-Mart, Apple, Sara Lee and many other key manufacturers and retailers.

Don’t get stuck in outdated marketing models that stall your company’s progress. Read Why Customers Do What They Do to discover what consumers truly want and make your products and brands rise above the competition.