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
- Why consent doesn’t equal understanding
- How behaviour became the most powerful signal
- The rise of silent expectations in digital experiences
- Where brands overpromise and underdeliver
- How 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.