We begin by summing up the changes that have occurred within society and with regard to consumption behaviours. From these changes, we deduce the need for a different approach to consumer research: the principle of reverse marketing. Reverse marketing involves studying the individual in the context of his values system and his life environment, and in this way enables companies commissioning research to see their customers from a new perspective. Finally, we demonstrate that new ideas and orientations can be revealed by considering the whole person and by shedding light on as many aspects of this person's life as possible. Armed with a more thorough knowledge of the population, the company can apply these ideas and orientations to developing the products and services that best fit this population's needs and desires.