Some people say it's wrong to be involved in an industry like market research that supports 'mindless, rampant consumerism'. Those sorts of comments used to make me feel bad about myself. I struggled to defend myself but it was hard. After all I helped launch many successful supermarket products and improve many a service offering, all designed to make people buy more and spend more. It made me think, 'shouldn't I be using my skills to improve the world?'
Donna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia.