“Why does it still feel like brands don’t understand me, even though I’ve given them all my data?”

The consumer

“If I don’t ask for all of their data now, they won’t give it to me later.”

The brand

A book in progress

The Consumer Hypocrisy

Why we want brands to know everything about us, without us telling them anything.

A forthcoming book on personalization, privacy, and the gap between what consumers expect and what they’re willing to share.

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The tension

Consumers expect relevance. Brands need data. Trust sits uncomfortably in the middle.

The Consumer Hypocrisy explores why modern personalization feels broken, even when everyone believes they are doing the right thing.

What the book covers

  1. 01Why consent doesn’t equal understanding
  2. 02How behaviour became the most powerful signal
  3. 03The rise of silent expectations in digital experiences
  4. 04Where brands overpromise and underdeliver
  5. 05How to design trust-first personalization

Author

Written by Andrew Ko, a founder, researcher, and professor focused on human-centred data strategy. Andrew has spent over 15 years working at the intersection of behavioural data, personalization, and trust, through academic research, startups, and teaching.