Social scientist Associate Professor Ross Honeywill, a former director of KPMG, founded the NEO Group in 2001 to continue and expand his forensic research linking elective spending and psychosocial profiling or psychonomics.
Having spent more than a decade analysing data from 800,000 respondents across 3 continents, his research explains the links between high-value consumption and the personal values and attitudes that drive the behaviour of spending. And this landmark research has, for the first time, identified a New Economic Order (NEO); a growing class of high-value consumers that is powering the economy and re-imagining society. It defines who spends the most – most frequently – and provides rich insights into their values, attitudes and, ultimately, behaviours. Critically, it also identifies what differentiates high-value NEOs from all other consumers.
Professor Honeywill's bestselling book, NEO POWER: how the new economic order is changing the way we live, work, and play, was launched to critical acclaim and went immediately to the top ten best-seller list. It is available
His latest business book is called One Hundred Thirteen Million Markets of One: how the new economic order can remake the American economy and was published in late 2012 in North America and is now an Amazon top-100 bestseller in the business/consumer category.
Professor Honeywill formed the
NEO Group to operationalize the NEO typology with clients in the USA and Canada.
The NEO Group has an alliance partnership with Roy Morgan International to map NEOs across all consumption variables on the Roy Morgan Single Source database (100,000 respondents per year) in the USA and Canada.