The Andrew Faris Podcast Crappy Customer Research Is Hurting Your Ecom Business (With Sarah Levinger)
Jan 18, 2025
In this discussion, Sarah Levinger, a marketing expert and founder of Tether Insights, sheds light on the pitfalls of outdated customer avatars, advocating for deeper, data-driven consumer understanding. She emphasizes the essential role of customer research in e-commerce, sharing insights on Pedialyte’s successful demographic shift. With a focus on emotional and cultural factors influencing buying decisions, Sarah outlines a five-point system for refining customer strategies, while also offering valuable advice on adapting marketing for different generations and enhancing ad effectiveness.
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Avatar Authenticity
- Don't create imaginary customer avatars.
- Base your advertising strategy on real customer research.
Origins of Avatars
- Direct response marketing emerged from a need for proof in online marketing.
- It required a foundation, which led to the creation of avatar templates.
Pedialyte's Pivot
- Pedialyte, originally for children with fevers, discovered a new customer base: adults using it for hangovers.
- This led to new products like Pedialyte popsicles.
