The Reality: Your Customers Are Living Through Their Own "Micro-Eras“

Consumers are spinning. They don't know how to predict the future and are adapting their buying behaviors in the moment, reacting in ways even they don't fully understand.

They're not just changing what they buy, they're becoming different people entirely.

In this VUCA environment (Volatile, Uncertain, Complex, Ambiguous), yesterday's customer insights no longer apply. Traditional research captures what people think they should say, not the Human Truth driving their decisions.

Meanwhile, winning brands are pulling ahead by understanding the emotional meaning-making happening beneath the surface.

In this webinar, we will discuss how to understand the identity shifts that happen during large market shifts. A few key topics include:

The Five Forces Reshaping Your Customers See how economic instability, geopolitical shifts, sociocultural unrest, tech acceleration, and environmental threats are converging to create new customer psychology—and new buying patterns.

Why Traditional Research Fails in Volatile Markets Understand the psychology behind why consumers can't accurately explain their own behavior when everything feels uncertain, and why direct questions yield their most misleading answers.

The Methodology That Reveals Human Truth Watch actual Emotional Inquiry® techniques in action as we uncover the nonconscious drivers that customers themselves can't articulate—the emotional forces that actually shape decisions.

Real Brand Transformations See how Apple, Nike, and Eli Lilly responded to volatile times by understanding emotional truth, not just rational responses—and how their messaging resonated when others fell flat.

Your Competitive Advantage Framework Learn to identify the three layers of influence (contextual, social, personal) that determine how customers make meaning in uncertain times.

Your Presenters:

Michael Forsberg, Director of Client Experience Alyssa Carney, Senior Director of Client Experience

Both bring deep expertise in behavioral science and Human Truth methodologies, with extensive experience helping leading brands navigate uncertain markets.

What You'll Walk Away With:

• Clear framework for understanding customer identity transformation in volatile times
• Methodology for uncovering Human Truth when traditional research fails
• Real examples of how emotional meaning-making drives purchasing decisions
• Strategic approach to gaining a competitive advantage through deeper customer understanding