Episode web page: https://bit.ly/3U80YeU

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In this episode of Insights Unlocked, Devora Rogers, Chief Strategy Officer at Alter Agents and co-author of Influencing Shopper Decisions, joins us to challenge outdated assumptions about how people shop. Devora shares her unconventional journey from storytelling to strategy and offers a fresh lens on consumer behavior, loyalty, and the importance of continuous human insights.

Drawing on decades of experience helping top brands like Google and Snapchat, Devora explains why fewer than 5% of shoppers follow a linear path to purchase and why loyalty is no longer a given. She introduces a behavioral segmentation model—including loyalists, defectors, ambivalents, and impulse buyers—and explores how brands can tailor experiences for each type. Plus, we unpack the problem with “brand narcissism” in research and why brands must prioritize relevance over vanity metrics.

What you’ll learn in this episode:

Why shoppers often start from scratch with every buying decision—and what that means for loyalty programs

The four shopper mindsets and how to design experiences for each

How real-time insights and tools like video feedback are transforming market research

Why most brand trackers fail to deliver meaningful insight

The power of storytelling in research and decision-making

Where AI fits in—and where human feedback still reigns supreme

Resources & Links:

Alter Agents (https://alteragents.com/)

Devora Rogers on LinkedIn (https://www.linkedin.com/in/devorarogers/)

Bobby Meixner on LinkedIn (https://www.linkedin.com/in/bmeixner/)

Nathan on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

Learn more about Insights Unlocked: https://www.usertesting.com/podcast