Demographics tell you who someone is. Not why they buy.

Double income, no kids describes a household. It says nothing about why they pick one sports drink over another.

Start with what the product does instead. Then ask: who else has this problem?

#ConsumerBehavior #CustomerInsights

Tactics change. Channels change. The latest marketing hack changes every few months.

Why people buy does not.

Context, habits, identity, trust, the people around them.

I care more about what will still be true 18 months from now than what is working this month.

#ConsumerBehavior