Devora Rogers
speaker
454 appearances
2 recordings
1 series
first heard Mar 2025
last heard 3 Jul
Devora Rogers’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
Yeah, it's a name. It's a logo your brain recognizes. It's a logo or a service that you associate with something good. So if that goes away, I do think it makes it harder for consumers. They'd have to do more work. It's not to say you couldn't. And I do think category matters a lot. And if everybody could do what he's suggesting can be done, cool. But I don't know that everybody has that benefit.
I'll play for second. I'll play for second.
Honestly, like I'm pretty competitive.
Or even like 5%. Like being top 5% pays the bills.
You know, like, well, I mean, think about all the places in our lives where we make left turns.
You know, yeah, it depends. Right. It depends. Mustard is a category that I like talking about.
And the reason I like talking about mustard is that. There are people that don't care at all. They're like, I just give me the gravy pond or give me the cheapest that I don't care. Is it yellow mustard?
My father-in-law is like that. Doesn't care. You know, maybe if there's like a flavor, he might splurge, but otherwise it's just like yellow mustard is sufficient. And then there are mustard aficionados like, you know, mustard sommeliers. And they're going to know every little thing. They're going to do little tastings. Right. Right. So there are in every category mustered aficionados.
You may not be an aficionado in one category in your life, but randomly in another, you might be. And even among people who consistently choose value over – I'm somebody that chooses like – I'm like, oh, is there a more expensive price that I can pay? I'll do that.
Yeah, please do. But there are people that are the opposite who are – and it doesn't matter if they're wealthy or not, right? That they're going to consistently choose the value option. Yeah. We tend to leave out a lot of the people that are choosing the value option in our research because they tend to not be very interesting.
But I guarantee you, whoever they are, one thing in their life, most likely, unless they're just like a total weirdo, they have something that they really want to be higher quality premium. And for that, they're willing to do the research. They're willing to do the looking and they might be harder or easier to move. So that's the other thing. Yeah. Yeah.
People become obsessed early on and they're the explorers. They're the ones finding new things. They're evangelizing. And they are the ones that you can lose very easily. So you kind of have to know at every stage of building your business. Because the idea that you could just have loyal people that'll stay with you and that's everyone is just no longer true.
So you have to sort of plan for, okay, I'm going to have these people that are going to come in. They might help me build my brand early on, but then they're going to defect because that's what they do. And then I've got to get the other people... You know, to to to fill up the back. Right. So that we don't, you know, completely lose when the explorers and promiscuous folks go away.
Listen, years ago, I did a call with someone who was very senior at the milk board. The call went very poorly. She had seen the work that we did with Google, the zero moment of truth work. And she's like, I want that, but I don't believe that people are doing a lot of different searching and researching and sources using a lot of different sources for milk. Milk is an everyday household item.
Nobody. And I, and I tried to convince her on the call. I was like, listen, I know you think that. And for a lot of people it is, but even if for 15, 20% of people, it starts to shift. What's that going to look like? She didn't believe me. The call went for, I didn't win the, didn't win. Never heard from her again. It was like really a bad call. Look at where we are now.
Go into the milk aisle and tell me that that wasn't completely disrupted. There is pea milk.
There is goat milk. My doctor, my child's doctor told me to get camel milk at one point.
We're in a different world. And anyone who thinks that a category is never going to shift or be disrupted is in for some surprises. And once it does, you either are ready or you lose your share.
Yeah. Well, you know, there were folks who built, you know, these tech stacks and they said, we'll just we'll be able to answer it all and we'll know everything. You know, it didn't really play out that way. And certainly now some of the changes that have occurred in tech and, you know, some of the questions calling into, you know, a question, you know.
whether cookies are workable and privacy, all kinds of different things, I think has shown us that there isn't an easy fix for attribution. There's no special key that just unlocks it permanently. You have to do the work. And you have to do the work among humans. Now, working in research, we have...
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