Devora Rogers

We wrote a book together called Fire in the Zoo, which is all about the difficulty of selling at retail and all that kind of stuff. And, you know, he used to do so. They had, you know, every imagine, you know, they had Deloitte. They had all every consultant in the world was working for Home Depot at the time. Every single one. They had any amount of data or research they wanted. And guess what?

We wrote a book together called Fire in the Zoo, which is all about the difficulty of selling at retail and all that kind of stuff. And, you know, he used to do so. They had, you know, every imagine, you know, they had Deloitte. They had all every consultant in the world was working for Home Depot at the time. Every single one. They had any amount of data or research they wanted. And guess what?

As the CMO, he felt like he still didn't know why people were making choices. And so he would go down and, you know, put on an apron, stand in the paint aisle, and he would ask people a series of very, very simple questions. What made you decide to come in today? Where'd you go for information? What of that information was most influential? What of that information specifically? Was it price?

As the CMO, he felt like he still didn't know why people were making choices. And so he would go down and, you know, put on an apron, stand in the paint aisle, and he would ask people a series of very, very simple questions. What made you decide to come in today? Where'd you go for information? What of that information was most influential? What of that information specifically? Was it price?

As the CMO, he felt like he still didn't know why people were making choices. And so he would go down and, you know, put on an apron, stand in the paint aisle, and he would ask people a series of very, very simple questions. What made you decide to come in today? Where'd you go for information? What of that information was most influential? What of that information specifically? Was it price?

Was it what we told you about the product? Had you ultimately decided that you wanted to come in and make a purchase? And he would go do those conversations. And, you know, small business owners can do that. You don't need a research agency to do that. So if you're really on the no budget side, I would say small business owners need to at least be having those conversations. They won't be at scale.

Was it what we told you about the product? Had you ultimately decided that you wanted to come in and make a purchase? And he would go do those conversations. And, you know, small business owners can do that. You don't need a research agency to do that. So if you're really on the no budget side, I would say small business owners need to at least be having those conversations. They won't be at scale.

Was it what we told you about the product? Had you ultimately decided that you wanted to come in and make a purchase? And he would go do those conversations. And, you know, small business owners can do that. You don't need a research agency to do that. So if you're really on the no budget side, I would say small business owners need to at least be having those conversations. They won't be at scale.

And you got to be aware of that.

And you got to be aware of that.

And you got to be aware of that.

We turned it into a quantitative methodology.

We turned it into a quantitative methodology.

We turned it into a quantitative methodology.

Yeah. And today clients do that methodology at scale when they're trying to figure out where is everyone going for information? Where should I be? I don't have billions of dollars. I have to choose between TikTok and Google or podcasts and, you know, Google search. What should I do? And then now you can do these selfnographies. We use a company called D-Scout, which I'll give them a shout out.

Yeah. And today clients do that methodology at scale when they're trying to figure out where is everyone going for information? Where should I be? I don't have billions of dollars. I have to choose between TikTok and Google or podcasts and, you know, Google search. What should I do? And then now you can do these selfnographies. We use a company called D-Scout, which I'll give them a shout out.

Yeah. And today clients do that methodology at scale when they're trying to figure out where is everyone going for information? Where should I be? I don't have billions of dollars. I have to choose between TikTok and Google or podcasts and, you know, Google search. What should I do? And then now you can do these selfnographies. We use a company called D-Scout, which I'll give them a shout out.

I think they've built something really cool. There's another one called Recollective. And for a relatively small sum, $20,000, $30,000, you can send out real people into the real world and find out how they're responding to your product or your service or your stores. And, you know, OK, 30 people, that's not the same as a thousand. But you know what?

I think they've built something really cool. There's another one called Recollective. And for a relatively small sum, $20,000, $30,000, you can send out real people into the real world and find out how they're responding to your product or your service or your stores. And, you know, OK, 30 people, that's not the same as a thousand. But you know what?

I think they've built something really cool. There's another one called Recollective. And for a relatively small sum, $20,000, $30,000, you can send out real people into the real world and find out how they're responding to your product or your service or your stores. And, you know, OK, 30 people, that's not the same as a thousand. But you know what?