In this episode of the Why People Buy podcast, host Seth Waite and guest John Schnettgoecke (Schaefer.co) delve into the intricacies of buyer psychology, particularly within the food and beverage industry. They discuss personal preferences, professional backgrounds, and the importance of understanding customer behavior rather than demographics.
John shares insights on effective segmentation strategies, the role of surveys in gathering data, and the challenges brands face in accurately identifying their target customers. The conversation emphasizes the need for a systematic approach to understanding buyer motivations and the practical steps brands can take to enhance their marketing strategies.
Sound Bites
“A strategist’s role is to ask ‘why’ and ‘what if’.”
“The importance of behavioral insights.”
“Reversing the order of customer analysis.”
Chapters
00:00 Introduction to Buyer Psychology
02:34 Snack and Beverage Preferences
05:19 John’s Professional Journey
08:16 Understanding Buyer Psychology
11:07 Defining Buyer Psychology
13:54 Case Study: Customer Segmentation
16:30 Challenges in Understanding Customers
19:12 The Importance of Research in Growth
21:30 Understanding Consumer Motivations
27:43 The Importance of Brand Visibility and Attraction
29:34 Segmentation Strategies for Effective Marketing
35:27 The Role of Data in Customer Understanding
40:02 Practical Approaches to Gathering Customer Insights
