Navigating Customer Minds Season 2 is coming out soon! Explore expert insights from consumer psychologists to understand the why behind customer choices.
The business world may be complex, but sometimes, the simplest solutions are rooted in the customers’ minds.
Every consumer interaction, decision, and preference is a building block for growth, ROI, and long-term success. Yet too many businesses chase fleeting trends or limit themselves with narrow views, missing out on crucial customer behaviour-led insights that could reshape their strategies to meet modern demands.
In 2024, we launched Navigating Customer Minds to dig deeper into the shifts in customer perspectives—not from the lens of a salesperson, but through the expertise of behaviour and consumer psychologists who specialise in decoding human behaviour. Understanding the why behind customer choices is just as critical as analysing the what.
By examining real-world customer intent, Navigating Customer Minds uncovers powerful lessons that serve as guiding principles for businesses steering through uncertain waters. Here are five key insights from Season 1 behaviour and consumer psychologists that reveal fresh perspectives and actionable strategies for success.
Emotion is the True Currency of Loyalty
Whether it’s a love for Heinz beans or the nostalgia tied to Kellogg’s cornflakes, customer loyalty is deeply emotional. Positive loyalty stems from a sense of cultural belonging, while negative loyalty emerges from rejection or frustration—both are powerful motivators. Businesses that recognise this emotional connection can craft strategies that go beyond transactions and foster long-term affinity.
Read the full story by Dr Rachel Lawes.
Why Scarcity Makes Luxury Irresistible
Luxury brands like Patek Philippe and Hermès use scarcity to create desire, tapping into FOMO, exclusivity, and loss aversion. Limited-edition products become symbols of status and identity, compelling consumers to pay premiums or wait years for access. While this strategy boosts demand, ethical concerns about consumer manipulation arise. Brands that balance exclusivity with authenticity will remain influential in the digital age.
Read the full story by Dr.Paul Russell.
The Secret Sauce to Skyrocketing Sales? It’s All in the Reviews!
Star ratings alone don’t drive purchases—shoppers depend on detailed written reviews. Businesses can encourage meaningful feedback by timing review requests, using persuasive messaging, and applying behavioural science techniques. Enhancing reviews with photos, structured forms, and personalised displays boosts their effectiveness. In an increasingly competitive ecommerce world, optimising reviews is essential for driving sales and building trust.
Read the full story by Gareth J. Harvey
The Data That Knows The Customer Better Than The Customer
Data ethnography uses digital footprints—like social media, shopping habits, and online behaviour—to gain psychological insights into consumers. This method offers scalable, real-time analysis of human behaviour, predicting personality traits and emotional states. By blending qualitative and big data, businesses can personalise customer interactions and understand the hidden nuances of consumer behaviour, bridging the gap between numbers and psychology.
Read the full story by Dr Vanja Ljevar.
Why Simplicity Wins Every Time
Modern marketing often overcomplicates engagement with overly personalised, mood-driven tactics that can feel intrusive. While understanding customers is important, an obsession with their desires leads to homogenised, uninspired brands. True innovation stems from creativity, not just data—people don’t always know what they want until they see it. Brands should focus on being authentic and memorable, using simple strategies like clear messaging and smart placement, instead of chasing trends. Ultimately, brands should stop overthinking and just be themselves.
Read the full story by Patrick Fagan.
Stay tuned for a bigger and louder Season 2. Coming Soon!
If you are a behaviour or consumer psychologist and wish to contribute, please email editorial@martechvibe.com to know more.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
