Illuminating consumer insights to build stronger brands.
I am The Professor of Persuasion™ - a formally educated and battle-tested consumer psychologist specializing in consumer judgment and decision-making. I am obsessed with combining research insights and behavioral science to improve people, processes, and products.
I have leveraged The Art and Science of Ethical Persuasion™ to create breakthrough products, brands, and retail experiences for brands across the globe.
My process is grounded in the understanding that people are not robots or "data points," but emotional, irrational beings who function in response to their environment (which is often unpredictable and ever-changing). You must evaluate the entire picture, which includes an analysis of the WHAT and WHY. This is best accomplished by evaluating both BIG DATA (which you are likely familiar with) and THICK DATA - data obtained using research methods that uncover people’s emotions, stories, and models of their world.
Think of me as a modern day, consumer-focused, Sherlock Holmes - I investigate and illuminate the environmental impact and context of consumer behavior to better understand why people do what they do. Then, with surgical precision, I am able to tell businesses what to do with that information to better serve others.
“Once you eliminate the impossible, whatever remains, no matter how improbable, must be the truth.” - Sherlock Holmes
This process enables me to see what others miss so I can ethically influence consumers to choose, adopt, engage, and evangelize your product or service above the competition.
I help business using "the core four." These are:
I develop custom research solutions to uncover actionable insights. Want to know WHO your customers are? How about WHY they are (or aren't purchasing) your product or service? Want to know how your brand is PERCEIVED (brand equity)? How about WHAT products or services to develop in the future? There is always more than meets the eye. It begins by understanding your consumers in context - REAL CUSTOMERS, making REAL CHOICES, while spending THEIR OWN MONEY. I can help you find the answers... and MORE.
I help businesses make it EASY for consumers to choose their product, brand, or service. Every business, even yours, has "friction points" that impact consumer decision-making. The good news - friction can be removed so that your consumers make the RIGHT decisions at the RIGHT time. The end result - a Frictionless Funnel™ where consumers choose, adopt, engage, and evangelize your product or service above the competition.
I help brands realize their full potential. Do you want to become or remain the market leader within your field? Do you need to reinvent yourself within a category? Are you creating an entirely new brand, managing a brand in crisis, or need to streamline a ton of products under one identity? Are you faced with a tough re-branding challenge, or have found yourself marginalized by bigger, more powerful brands? These are all wicked branding problems that I can help solve.
I serve as the voice of the customer. In today's competitive and ever-changing business environment, it is crucial that you hear your consumers voice in every aspect of your marketing and operations. Are you listening? Can you hear them? Do you know what they are saying (and what they mean)? Can you relate?
It's one thing to understand consumer psychology; it's another to apply it.