Helping businesses see what's happening beneath the surface
With advances in technology, more data is available than ever before. But sometimes, there are things that are happening that the available data can't explain. My expertise lies in the discovery of knowledge that is hidden beneath the surface.
My name is Dr. Ari Zelmanow. I help businesses create breakthrough products, brands, or retail experiences. I uncover and amplify the voice of the consumer by understanding why people do what they do within the context of their situation and environment.
I have provided insights that have helped businesses better serve others across the globe.
Consumers are more than data points; they are people. It sounds simple; however, most businesses overemphasize data without considering the human element.
The truth is, a balanced combination of 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, is crucial to understanding the BIG PICTURE, which includes an analysis of the HOW, the WHAT, and the WHY.
It is my job to help uncover this. 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 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
You will know WHO your consumers are, WHAT they care about, and WHY they hold the values, attitudes, and beliefs they do. Once you understand the consumer - and can actually hear their voice - you can deeply serve them. This is the point where consumers will choose, adopt, engage, and evangelize your product or service above the competition. So the question is...