Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.

Topics covered:   

• [00:45] "Where is the Brand Growth Potential? An Examination of Buyer Groups"
• [01:00] Converting light buyers to regular customers
• [02:15] Breaking down growth potential across buyer groups
• [03:00] Why light buyers and non-buyers offer more growth opportunity
• [03:50] Challenging the "retention is cheaper than acquisition" mindset
• [04:45] Applying findings to real-world brand strategies 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Mark Lett 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7 
 

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