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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
Keeping Customer Closeness Fresh: How to Stay Bold and Brave
In our last blog post, we explored how Customer Closeness injects new energy into an organisation. But how do you keep that energy alive?...
Playing the Home Advantage to keep things fresh at work
Last week I was running a Customer Closeness session with a dozen customers and 30 colleagues in the room. As one customer told a story...
My reflections on building a consumer curiosity practice
At the end of 2023, along with my other colleagues, I was set a professional development challenge – to become more curious around the...
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...
Having your cake and eating it: hybrid methodologies
Recently, we’ve been employing a hybrid of insight and closeness methodologies to great success. Typically, this comprises of 4-6...