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 numbers—in datasets big and small—is a person. As you read those stories, the trends come to life and give you a greater understanding of how to reach your target—whether it’s 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 world’s 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 senior director of research and data at Crain's Chicago Business. Carmichael has spent more than a dozen years at Advertising Age and Crain’s Chicago Business. He has won numerous industry awards for his writing and innovative uses of multimedia. He launched and produced the AdAgeStat blog and has moderated panels for brands such as the NFL, Unilever, and Federal Express. As a freelance writer and photographer, his work has appeared in publications such as Rolling Stone, USA Today, Sports Illustrated, The Washington Post, and more. He lives in Chicago, IL.