Paul Barnett is presently selling beer in the Czech Republic; a country that has the honor of having the highest per capita consumption of beer in the world! Before that, he sold toothbrushes, baby powder, and skincare products for Johnson & Johnson across Asia. While further back still, it was coffee, chocolate bars, and pet food for Nestle. On that journey he has worked in 31 countries in both the developed and developing world, spending time in the commercial offices, but more importantly, also watching shoppers on the retail floor. He has reviewed well over $50 million USD worth of shopper research from around the globe, and worked in teams that have failed and succeeded in equal measure executing activities based on this research. After spending many years listening to expensive consultancies talk about shopper marketing, he decided to write the book he wished someone could have given him 25 years ago when his own career started.