Cracking the Code of Customer Contradictions

The So What from BCG

AI and data help tell us what people do, but not why. Lauren Taylor, global leader of BCG’s Center for Customer Insight, makes sense of the mixed signals that consumers give off. To truly understand what drives people, businesses of course value robust, real-time data. But they also must uncover the context, motivators, and human truth behind every choice.

Learn More:

Lauren Taylor: https://on.bcg.com/4nfwZ1A

BCG’s Latest Thinking on Customer Insights: https://on.bcg.com/46iy6Yt

The Paradox of Pessimism: Why Gloomy Consumers Keep Spending: https://on.bcg.com/3Ir7FH2

Unpacking the $15 Trillion Opportunity in Leisure Travel: https://on.bcg.com/4gGyCTI

Mapping the Consumer Touchpoints That Influence Decisions: https://on.bcg.com/3IBLBcD

GenAI’s Role in Customer Insights: Think "And" Not "Or": https://www.linkedin.com/pulse/genais-role-customer-insights-think-ajr3c/

Chapters

00:00-01:25 Introduction/Lauren’s ‘So What’

01:26-02:39 How can businesses cut through the contradictions and truly understand what customers want?

02:49-03:18 Should we just ignore what people say?

03:19-04:37 What is consumer sentiment?

04:38-05:35 What can businesses really learn from consumers?

05:36-06:20 What factors play into the say-do gap?

06:21-07:45 How much does emotion shape what people buy?

07:46-09:08 How and why should businesses deaverage the customer?

09:09-10:17: How nuanced is motivation across different regions?

10:18-12:10 What parts of the customer journey actually shape what people choose?

12:11-12:52 Has AI helped us better understand customers or made things more confusing?

12:53-13:51 How can companies make sense of conflicting signals?

13:52-14:46 How is AI changing the way that we understand consumer behavior?

14:47-16:19 With data available, why is it critical for businesses to still talk to customers?

16:20-17:07 What mistakes are companies making when it comes to listening to their customers?

17:08-17:32 What should companies look for in sentiment signals?

17:33-18:04 Lauren’s ‘Now What’

18:05-18:27 Do milestone moments matter?

18:28-18:42 Outro

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