HIDDEN IN PLAIN SIGHT

best-selling consumer insights book

In this international bestseller (including a stint at #1 on business book charts in South Korea), Jan Chipchase and I crafted a new perspective on how consumers think, and offered insights into developing products and services that fit into their everyday lives.

“This category-defying book reads like a great novel, but it’s fact, not fiction. Both a guide to the cultures of the world and a primer on design research, it’s fun to read but also deeply insightful.” – Don Norman, design scholar and author of The Design of Everyday Things

“A lively, thought-provoking, and often humorous read.” – Publishers Weekly