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Treasure Hunt: Inside the Mind of the New Consumer

3.51  ·  Rating Details ·  93 Ratings  ·  13 Reviews
A BMW in a Costco parking lot?

A working-class family with a 50-inch plasma TV?

What’s going on in the mind of the new consumer?

TREASURE HUNT takes us into the homes of real people making real decisions, and into the CEO's offices of innovative companies finding new ways to accommodate them. Written with the same flair, empathy, and intelligence that made Trading Up an insta
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Published May 9th 2006 by Random House Audio (first published May 4th 2006)
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Audrey
May 15, 2008 Audrey rated it liked it  ·  review of another edition
So I've been getting flak from the people around me for reading this book, but it was really interesting to think about the idea of 'new luxury' and the idea of people trading up or 'rocketing' in their person expenditures.

Unless you are interested in business and entrepeneurial pursuits, this might not be the most thrilling read. But as someone who likes to imagine herself running her own company someday, this book had a lot of interesting ideas, like how most consumer segments can be modified
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David Owen
Mar 28, 2013 David Owen rated it it was amazing  ·  review of another edition
This book captures one of the megatrends that few people are talking about…the “Bifurcation of Markets”. In other words families everywhere are trading down & bargain hunting in categories such as food and clothing, only to trade up in categories such as TVs, travel, and eating out. In the past decade global sourcing has commoditized products in virtually every category, meanwhile the markets for premium or luxury items have soared. What’s peculiar about this is that the same groups of peopl ...more
Leader Summaries
Desde Leader Summaries recomendamos la lectura del libro A la caza del tesoro, de Michael J. Silverstein.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro A la caza del tesoro, Un estudio sobre el segmento de consumidores de clase media con estrategias comerciales para posicionarse: A la caza del tesoro
Bob
Oct 02, 2010 Bob rated it liked it  ·  review of another edition
Very organized insight into the mind of the US consumer. It is interesting to look at how people decide which categories don't fit into their Trading Up value calculus and will gladfully trade down. The most intriguing aspects of the book are the company profiles of certain companies recognizing they are dying in the middle and how they transformed into two teired companies to service the high and low end.
Marc Chataigner
I'm an ethnolographer myself, working for large corporations too. Well, I used to be. Reading the Treasure Hunt was full of insights and interesting practices for thoses who are still working in that field. But feeling like an outsider now, reading the Treasure haunt was a bit nauseous for me; all the knowledge built from observing people turned into how to make these people consum even more.. Sad
Victor Barger
Mar 19, 2009 Victor Barger rated it really liked it  ·  review of another edition
Recommends it for: Retailers and marketers
Shelves: business, marketing
If you're in retail, you owe it to yourself to read this book. In fact, anyone involved in the marketing of consumer products or services would benefit from the insights presented here. As a side benefit, the book also serves as a rudimentary introduction to ethnography for those without prior exposure to this method of marketing research.
Devin Partlow
This book makes cases for being the cheapest and/or the producer of most value because noone strives for the middle anymore.

A little anecdotal, but a good perspective to consider if it novel to you.
Lori
Aug 12, 2012 Lori rated it it was amazing  ·  review of another edition
Shelves: economy
For some reason I'm obsessed with books on economics. This is a really interesting, well-written book that presents an interesting argument for the disappearance of the middle-market. It's in terms I (as a regular Joe) can understand, as well. Interesting conversation starter, as well.
Monica
Apr 13, 2009 Monica rated it liked it  ·  review of another edition
beginning was interesting, then it lost steam somewhere in the middle where the author starts discussing hotels.
Leslie
Jun 12, 2007 Leslie rated it liked it  ·  review of another edition
Recommends it for: anyone in the consumer products space
A very interesting perspective on consumer products trends... might even offer some insight into your own shopping habits!
Jen
Aug 29, 2009 Jen rated it did not like it  ·  review of another edition
This review has been hidden because it contains spoilers. To view it, click here.
Paula Kirman
I learned a lot about what drives the spending habits of middle class people, but little in the way of marketing tips to make that information practical.
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