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Karma Queens, Geek Gods, and Innerpreneurs

Get to know the consumers who count.

"This isn't a book about marketing. It isn't a book about business, as such. It's much more. It's a book about people-the real, fascinating, complex, multifaceted people called consumers. Funny and insightful, "Karma Queens, Geek Gods and Innerpreneurs" takes a fresh look at how specific, colorful and influential consumer types are shaping tomorrow's marketplace now.” -David Granger, Editor-in-Chief, "Esquire"

“ Consumer Types are an entirely new way to classify consumers, brought to life with fascinating real world stories, backed up with supporting data, and going far beyond demographics.” -Bennett L. Brenton, Ph.D., Director of Innovation, PepsiCo

“ An insightful, impactful book that speaks to a sensibility, passion, and drive for understanding the 'consumer heartbeat.'” -Todd Cunningham, Senior Vice President Brand Strategy and Planning, MTV Music Television

“ Don't let all the talk about marketing fool you-identifying C-types helps you communicate better on an everyday basis with absolutely anyone. The possibilities (read: profits) are endless.” -Stephanie Young, Health Director, "MORE Magazine"

“ Ron Rentel has synthesized findings from a powerful, highly sensitive new market research approach into a brilliant chronicle of nine new subcultures that will inform and excite any reader. It is an anthropological thrill ride through the 21st Century's first decade. Highly engaging and readable, it is a MUST for anyone who recognizes the bankruptcy of mass marketing and who understands that our modern “ world” is in fact a confederation of niches.” -Gary Hirshberg, President and CE-Yo, Stonyfield Farm

“ An interesting exploration of new slices of our fragmented psyche. Filled with useful insights and amusing anecdotes.” -Edwin Schlossberg, Founder, ESI Design

“ Ron Rentel captures the essence of consumer habits in this engaging insider's view of interesting personality types...a must-read for consumers and marketers everywhere.” -Madelyn H. Fernstrom, Ph.D., CNS, University of Pittsburgh Medical Center

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About the Author

Ron Rentel is the founder of Consumer Eyes, a leading brand and innovation consultancy, which creates customized methodologies that can encompass both long-term strategy and pipeline work and/or highly specific near-in product execution and tactics. He is also cofounder of BuzzBack Market Research, an online market research company. Visit Ron Rentel at

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