In this engaging discussion, Sarah Levinger, a DTC consultant and consumer behavior strategist, delves into the art of defining customer profiles. She emphasizes the importance of understanding customer avatars, explaining how they can enhance marketing effectiveness. Topics include the complex nature of customer identities and innovative survey techniques to glean deeper insights. Levinger also examines emotional triggers in consumer behavior and the role of cultural influences, providing strategies for brands to connect more authentically with their audiences.