Jonathan Silver, CEO of Affinity Solutions, shares his diverse journey from launching a potty training product to analyzing consumer purchase data. He delves into the importance of behavioral insights in retail, emphasizing how data-driven strategies can redefine consumer experiences. Jonathan highlights collaborations with the National Retail Federation and discusses unexpected spending patterns post-pandemic. The conversation touches on the critical role of mobile data and its impact on understanding demographic trends, crucial for adapting to the ever-evolving retail landscape.