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Playing the Game: What a Hidden Shopping Strategy Reveals About System 1 Thinking
In a recent project, we uncovered something quietly powerful: consumers weren’t just buying a product, they were playing a game.  Not a game with rules or instructions, but an intuitive, emotionally charged game that shaped how they navigated choice They rarely paid full price. Instead, they hunted for offers, not just to save money, but to win. The win wasn’t purely financial, it was psychological. They wanted to feel clever, discerning, and in control. The real prize? Getti
From Followers to Superfans: Building strong brand communities
I’ve always been fascinated by how brands turn customers into superfans. Community-based marketing is a key driver of brand growth and...
Customer-centricity demands inclusivity
In a world where a ‘one size fits all model’ rarely applies, it is increasingly important for brands to recognise that their audiences...
Co-creation & Closeness - Brilliant moments. Episode 1
The most powerful co-creation I’ve led involved the power of the 3 C’s in one session - in this case consumer,...
The power of podcasts: making your insights famous
Podcasting is a hot topic at The Customer Closeness Company. We’re avid listeners of podcasts on topics ranging from fitness to business...
Commercial Case Studies to Feed Your Curiosity
As part of our customer curiosity training sessions, we provide analogous case studies to stretch thinking in a commercial way. We are...