Catching the Chameleon is the story of how, every day, retailers fail to grasp opportunities for sales, because they misunderstand customers' constantly changing chameleon-like needs.Juggling sales data, market information, stock control and sta~, retailers act like managers and forget to think and act like customers. A straightforward and personal insight into real behaviour, Catching the Chameleon explains what the world is like accord-ing to customers, identi¿es the barriers that retailers unknow-ingly raise and shows you how to remove them. Catching the Chameleon includes an unique account of 'customer journeys', a method of understanding customers which traditional market research cannot reveal.