Customer Science

This episode explores how people often make choices not just based on preferences but also to justify those choices with reasons. It illustrates how providing reasons can change what people choose, e…

Descriptive research allows companies to analyze large volumes of structured and unstructured data to understand market conditions, customer segments, and behavioral trends. This episode discusses ho…

Customer value is multi-dimensional, encompassing functional, psychological, and monetary aspects that interact to shape the customer experience. This episode highlights how companies like Tesla and …

People often evaluate products qualitatively by sorting them into categories, leading to mental shortcuts and biases such as stereotyping and unit bias. The episode explores how categorization influe…

This episode focuses on how emotional involvement enhances the customer experience and increases satisfaction, loyalty, and brand resonance. It explores the psychological mechanisms behind emotional …

This episode explores functional loyalty, which is driven by customers’ satisfaction with the tangible benefits of a company’s offering. It highlights the role of performance consistency, reliability…

Focusing on emotional loyalty, this episode explains how customers’ feelings—especially enjoyment and emotional reinforcement—can drive lasting brand connections. It showcases the success of campaign…

Framing the right business problem is a critical first step in any successful research effort. This episode discusses how to translate vague business challenges into clear, researchable questions tha…

After collecting and analyzing data, the real challenge lies in interpreting results accurately and linking them to business decisions. This episode explores common validity threats, decision errors,…

This episode explores how customer value is defined not by the attributes of a product but by the benefits and costs as perceived by customers. It emphasizes the importance of aligning offering attri…

Implementational barriers arise when customers struggle to turn their decisions into action due to unclear steps or high perceived effort. The episode covers two key obstacles—implementation uncertai…

Consumption experiences don’t just happen—they can be designed, managed, and enhanced. This episode explores how structuring consumption, such as pacing and sequencing experiences, can boost customer…

Memories of experiences—not just the experiences themselves—play a critical role in shaping future customer decisions. This episode introduces the “peak–end rule,” emphasizing how the most intense an…

This episode explores the role of market research in uncovering customer insights that drive strategic business decisions. It highlights how understanding customer motivations, preferences, and behav…

Exploratory research helps managers uncover insights into customer needs and behaviors when little is known about the problem space. This episode explains how techniques like focus groups, ethnograph…

This episode explores how brands use emotional triggers to tap into consumers' desire for pleasure, excitement, and security—or to provoke fear and anxiety to drive action. Positive triggers such as …

Identity triggers focus on consumers’ need for self-expression, status, and personal values, making them the most personally relevant of all triggers. This episode explores status-based triggers like…

This episode examines how what we focus on shapes our perceptions of importance, attractiveness, and truth. It covers the focusing illusion, primacy effects, and processing fluency, showing how even …

The episode discusses how attention—our selective gateway to perception—determines which information is processed and remembered. It breaks down the physical and psychological triggers that attract a…

The episode outlines the “involvement gap” between highly engaged managers and largely indifferent consumers, who make most decisions using quick, intuitive thinking. It emphasizes the importance of …