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.
Early chapters, launch updates, and no spam.
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.
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© 2026 Andrew Ko. All rights reserved.The Consumer Hypocrisy is a forthcoming book project.