407: Why People Buy

Angelina and Martin are joined by returning guests Maxie Schmidt and Dipanjan Chatterjee to explore the fascinating psychology and data behind consumer purchasing decisions. Drawing from their latest Forrester research, we unpack why people say they buy versus why they actually do—and how brands can use this knowledge to better serve their customers. We discuss: Why traditional surveys fall short and how to uncover real motivations How the MaxDiff method can be used to identify primary, secondary & situational purchase drivers Cross-country and category insights and the four buyer segments   To illustrate, purchase driver rankings for cosmetics and beauty and purchase driver importance for cosmetics/beauty in France are shown below. Purchase Driver Ranking In Eight Countries: Cosmetics/Beauty Purchase Driver Importance For Cosmetics/Beauty in France

Om Podcasten

Research-based guidance on how to manage customer experience (CX) at any organization — an imperative that Forrester has been researching for over 20 years. Each week, Forrester analysts discuss key findings from their latest research on CX; analyze relevant topics in the news; or chat with CX professionals about how they’ve overcome prevalent challenges managing CX in their organizations.