Why People Buy

"The Power of Segmenting Customers " on Why People Buy: Episode #7 with John Schnettgoecke

Today we talk with John Schnettgoecke, an expert at understanding why people buy from gathering and analyzing motivational data. We explore subjects…

Jan 21 • Seth Waite

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43:16

Why People Buy: Episode #6 with Benjamin Tompkins (Store Director) at Target.

Host Seth Waite interviews Benjamin Tompkins @ Target on his journey from cashier to store director and the consumer experiences that CPGs can remember…

Jan 9 • Seth Waite

3

1

41:31

December 2025

Why People Buy: Episode #5 with Ashley Nickelsen (Founder) @ B.T.R. Nation an Inc 5000 Winner

Host Seth Waite (Schaefer.co) interviews CEO at B.T.R. Nation, a snack brand on a mission. Ashley Nickelsen (Founder) shares with us her personal story…

Dec 19, 2025 • Seth Waite

3

28:22

Why People Buy: Episode #4 with Ingredient Innovator William Grand (CEO @ NutriFusion)

Host Seth Waite (Schaefer.co) interviews CEO at NutriFusion, a real fruit ingredient innovator. The CEO (William Grand) shares how to innovate with…

Dec 5, 2025 • Seth Waite

1

33:12

November 2025

"Customers send us love letters" Episode #3 of the Why People Buy Podcast with Egglife's CMO Andrea Schwenk

Host Seth Waite (Why People Buy) interviews Chief Marketing Officer at Egglife, Andrea Schwenk. She shares why customers write love letters, how they…

Nov 21, 2025 • Seth Waite

2

1

27:48

Starbucks & IKEA: How similar psychology drives massive brand loyalty

SOLD OUT Bearista cups at Starbucks drive similar buyer psychology triggers as purchasing IKEA furniture or walking their stores. Find out how.

Nov 17, 2025 • Seth Waite

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Why People Buy Podcast: Episode #2 - JW Wiseman (Founder & CEO) of Curious Elixirs (Inc 5000)

Curious Elixirs founder JW Wiseman shares his journey as one of the fastest growing beverage brands in the U.S. and the customer experience behind it.

Nov 14, 2025 • Seth Waite

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1

34:32

Why 55+ Consumers Are Premium Food's Best-Kept Secret (And They're Not Using Coupons)

The food industry thinks 'fixed income' means 'fixed spending.' They're leaving billions on the table.

Nov 11, 2025 • Sidnee Schaefer

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1

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30-Second Shelf Test

Stand in a grocery aisle for 30 seconds. Watch how people shop. 👀 You'll learn more about your brand than you can imagine.

Nov 10, 2025 • Seth Waite

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2

Why People Buy Podcast: Episode #1 Sidnee Schaefer (Founder @Schaefer)

Understanding Buyer Psychology in Food and Beverage with Schaefer founder Sidnee Schaefer

Nov 5, 2025 • Seth Waite

3

42:10

Taking 10 Years to Become an Overnight Success

Toom is the fastest growing food company in America in 2025 with 6,291% growth over 3 years. Wow!

Nov 4, 2025 • Seth Waite

1

October 2025

How a Made Up Historical Figure Sold Ketchup. A Lot of Ketchup!

How Sir Kensington was built on the impossible mission of disrupting Heinz ketchup and how it netted their business $140 Million in acquisition by…

Oct 30, 2025 • Seth Waite

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