517. Navigating Consumer Insights Research

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In this episode of The Brainy Business podcast, Melina Palmer is joined by Devora Rogers, Chief Strategy Officer at Alter Agents, to discuss the evolving landscape of consumer insights and the importance of asking the right questions in marketing. Devora shares her extensive experience working with major brands like Netflix, Pepsi, and TikTok, and her insights into the revolutionary approach of agile neuroscience testing that captures subconscious consumer reactions in real time.

The conversation delves into how brands can better understand their audiences by exploring the nuances of competition, the significance of segmentation, and the impact of qualitative research. Devora emphasizes the importance of framing questions correctly and understanding the broader context of consumer behavior beyond traditional metrics. She also highlights the need for marketers to be curious, empathetic, and strategic in their approach to research.

In this episode:

• Discover the critical role of asking the right questions in consumer insights and marketing.
• Learn how agile neuroscience testing can reveal subconscious consumer reactions.
• Explore the importance of segmentation and understanding competition beyond surface-level data.
• Gain insights into effective qualitative research methods and their impact on decision-making.
• Understand how to position your brand by tapping into deeper consumer motivations and emotions.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/517.

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