Consumer Insights

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The Psychology of the Abandoned Cart: What Your Customer Is Really Telling You

Somewhere right now, a brand founder is staring at their Shopify dashboard watching their cart abandonment rate hover around 70% and wondering what they did wrong. I need you to hear me on this: you probably didn’t do anything wrong. At least not in the way you think. Cart abandonment isn’t a failure. It’s a […]

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Consumer Insights
Woman reaching for items in a busy craft store aisle, exploring various art supplies.

She’s Not Your Target Customer — Why Brands Misidentify Their Female Buyer

I want you to try something. Pull up your brand’s customer persona document — the one your team spent weeks building, probably with a stock photo of a smiling woman holding a latte attached to it. Now pull up your actual sales data. Your post-purchase surveys. Your customer service transcripts. Do those two things match?

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Consumer Insights
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Beachside Buys: Why Vacations Turn Us Into High-Spending Consumers

Understanding the psychology behind vacation spending — and what businesses can learn from it Memorial Day weekend found me sitting on a beach in Destin, Florida, doing what consumer behaviorists do best: observing. What I witnessed wasn’t just people relaxing — it was a masterclass in vacation psychology and the invisible forces that turn ordinary

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Consumer Behavior, Consumer Insights
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The Return to Real: How Consumers Are Trading Influencers for Community-Based Recommendations

For the better part of a decade, influencer marketing has been the darling of the digital world. A single post from the right person could send a product into instant sell-out status. The industry exploded from $1.7 billion in 2016 to over $16 billion in 2022. Consumers didn’t just follow influencers, they trusted them —

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Consumer Behavior, Consumer Insights