Mark Davies is a business design expert at PA Consulting with a focus on customer disruption and also author of a recent study titled Customer 4.0. This research explores different demographic groups and how different behaviours are making modern customers extremely complex. In this episode we explore some of the findings from the Customer 4.0 research - in particular why brands just don't understand customer needs. https://www.linkedin.com/in/tmdavies/ https://www.paconsulting.com/