The So What from BCG Cracking the Code of Customer Contradictions
Sep 24, 2025
Lauren Taylor, the global leader of BCG’s Center for Customer Insight, unpacks the complexities of consumer behavior. She emphasizes the significance of understanding not just what consumers say, but the motivations behind their actions. Lauren explores the emotional drivers influencing purchases and the importance of segmenting customers based on context and needs. With insights on the power of AI in revealing patterns, she cautions against relying solely on data without human context, urging businesses to listen deeply to their customers for actionable strategies.
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Question Design Determines Insight Value
- Who you ask and how you ask shapes the insight quality dramatically.
- Representative sampling and tailored questions uncover market opportunities beyond your current customers.
Emotion Predicts Choice Better Than Metrics
- Emotion often drives purchase more than firms realise and creates opportunities to differentiate.
- Being top-of-mind for emotional and functional needs predicts sales better than many common metrics.
De-Average Customers By Demand Space
- De-average customers by mapping distinct demand spaces and context-specific needs.
- Size moments of demand and tailor offers for different cohorts and situations.