Devora Rogers

It underpins all of research and marketing and many people hate it.

It underpins all of research and marketing and many people hate it.

including the people that use it because you know things don't shift that much it's hard to really make sense out of it doesn't and again it's it's narcissistic it's like do you i mean imagine imagine ryan if you and i went out let's just say for like a little friend hang yeah and the whole time i was like hey ryan what do you think what do you think about my hair what do you think about my cashmere sweater what do you what do you think about my friends did you look at my friends do you think that they're am i more innovative than my friend you'd be like get out of here

including the people that use it because you know things don't shift that much it's hard to really make sense out of it doesn't and again it's it's narcissistic it's like do you i mean imagine imagine ryan if you and i went out let's just say for like a little friend hang yeah and the whole time i was like hey ryan what do you think what do you think about my hair what do you think about my cashmere sweater what do you what do you think about my friends did you look at my friends do you think that they're am i more innovative than my friend you'd be like get out of here

including the people that use it because you know things don't shift that much it's hard to really make sense out of it doesn't and again it's it's narcissistic it's like do you i mean imagine imagine ryan if you and i went out let's just say for like a little friend hang yeah and the whole time i was like hey ryan what do you think what do you think about my hair what do you think about my cashmere sweater what do you what do you think about my friends did you look at my friends do you think that they're am i more innovative than my friend you'd be like get out of here

you wouldn't want to talk to me. And that's what brands do with their precious research. So we have really drawn a line in the sand. Our CEO, Rebecca Brooks wrote, um, in our, in our book shopper promiscuity, sorry, we didn't end up getting to name it that because we had a British editor and they didn't want the word. I know it's too bad. It ended up being influencing shopper behavior.

you wouldn't want to talk to me. And that's what brands do with their precious research. So we have really drawn a line in the sand. Our CEO, Rebecca Brooks wrote, um, in our, in our book shopper promiscuity, sorry, we didn't end up getting to name it that because we had a British editor and they didn't want the word. I know it's too bad. It ended up being influencing shopper behavior.

you wouldn't want to talk to me. And that's what brands do with their precious research. So we have really drawn a line in the sand. Our CEO, Rebecca Brooks wrote, um, in our, in our book shopper promiscuity, sorry, we didn't end up getting to name it that because we had a British editor and they didn't want the word. I know it's too bad. It ended up being influencing shopper behavior.

The original name was shopper. I know the Brits. Sorry. She was like, oh, let's not, we can't. But in a chapter in that book, she wrote what I call her Jerry Maguire letter basically to the research and marketing industry saying, we're missing the boat here. Like brand tracking isn't delivering the answers that you want. And to add to that insult to injury, and then I'll tell you the good part.

The original name was shopper. I know the Brits. Sorry. She was like, oh, let's not, we can't. But in a chapter in that book, she wrote what I call her Jerry Maguire letter basically to the research and marketing industry saying, we're missing the boat here. Like brand tracking isn't delivering the answers that you want. And to add to that insult to injury, and then I'll tell you the good part.

The original name was shopper. I know the Brits. Sorry. She was like, oh, let's not, we can't. But in a chapter in that book, she wrote what I call her Jerry Maguire letter basically to the research and marketing industry saying, we're missing the boat here. Like brand tracking isn't delivering the answers that you want. And to add to that insult to injury, and then I'll tell you the good part.

The challenge is that when we survey shoppers by generation, brand loyalty basically stair steps down. So if you're, you know, a boomer, then, you know, you're pretty likely to keep buying, you know, let's say 60% of boomers are going to keep buying products that they've been buying. By the time you get to, you know, millennials and Gen Z, it's like 17% of them express that same brand loyalty.

The challenge is that when we survey shoppers by generation, brand loyalty basically stair steps down. So if you're, you know, a boomer, then, you know, you're pretty likely to keep buying, you know, let's say 60% of boomers are going to keep buying products that they've been buying. By the time you get to, you know, millennials and Gen Z, it's like 17% of them express that same brand loyalty.

The challenge is that when we survey shoppers by generation, brand loyalty basically stair steps down. So if you're, you know, a boomer, then, you know, you're pretty likely to keep buying, you know, let's say 60% of boomers are going to keep buying products that they've been buying. By the time you get to, you know, millennials and Gen Z, it's like 17% of them express that same brand loyalty.

So that's the bad news.

So that's the bad news.

So that's the bad news.

But I would agree with you that performance marketing has shown us that the answer is not just the race to the bottom. Yeah, you can get people to buy things if you, you know, do enough coupons and promotions and whatever. Yeah, you can. But you may not have a lasting voice or presence in the space that ultimately means that brands still do have to do the hard work.

But I would agree with you that performance marketing has shown us that the answer is not just the race to the bottom. Yeah, you can get people to buy things if you, you know, do enough coupons and promotions and whatever. Yeah, you can. But you may not have a lasting voice or presence in the space that ultimately means that brands still do have to do the hard work.

But I would agree with you that performance marketing has shown us that the answer is not just the race to the bottom. Yeah, you can get people to buy things if you, you know, do enough coupons and promotions and whatever. Yeah, you can. But you may not have a lasting voice or presence in the space that ultimately means that brands still do have to do the hard work.