Hidden in Plain Sight by global innovation consultant Jan Chipchase with Simon Steinhardt is a fascinating look at how consumers think and behave.

Chipchase, named by Fortune as “one of the 50 smartest people in tech,” has traveled the world, studying people of all nations and their habits, paying attention to the ordinary things that we do every day an how they effect our buying decisions.

Future-focused and provocative, Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers illuminates exactly what drives consumers to make the choices they do, and demonstrates how all types of businesses can learn to see—and capitalize upon—what is hidden in plain sight today to create businesses tomorrow.

This essential guide for innovators, entrepreneurs, and designers reveals the framework for seeing the world differently:

• Design Research in the Wild: Go beyond traditional marketing research by learning the field techniques used to understand customers in their natural environments, from the streets of Shanghai to the villages of Uganda.
• Actionable Consumer Insights: Discover the hidden motivations that drive everyday choices and learn to decode the "why" behind what people buy, carry, and value.
• A Framework for Innovation: Apply powerful conceptual tools like "threshold mapping" and "range of distribution" to spot untapped business opportunities and inform better product design.
• Calibrating Your Cultural Compass: Learn how to understand the subtle but critical cultural differences that shape global markets and determine a product’s success or failure.