The Podcast
The Consumer Catalyst
Behavioral breakdowns of the brands winning — and losing — right now. New episodes, free.
Listen →
I help founders and brand teams decode the psychology behind every purchase. Learn the frameworks yourself, or bring me in to apply them with your team.
01
Feelings come before features
Consumers don't buy products. They buy identity, belonging, and certainty.
02
Behavior comes before tactics
A better ad won't fix a broken understanding of how your shopper actually decides.
03
Insight comes before data
Knowing what your shopper does is not the same as knowing why she does it. The why is where your strategy lives.
HOW I THINK
When I decode why a brand is winning, or losing, these are the four questions I ask first.
When I decode why a brand is winning, or losing, these are the four questions I ask first.
WHERE YOU FIT
You’ve seen the questions I ask. Here’s how you get the answers
— learn the frameworks yourself, or bring me in to apply them with your team.
Learn with me
Understand how your shopper actually decides, at your own pace.
Six weeks, live, in a small group.
Ongoing strategy for established founders.
Work with me
Keynotes and team training that stick.
Custom research and behavioral shelf audits.
Ongoing partnership applying the frameworks to your roadmap.
I study why people buy.
Not what people buy, or how often — but the motivations, emotions, and invisible forces that drive every purchase decision. I’m a consumer behaviorist with a PhD in Marketing, and my doctoral research focused on social commerce, purchasing behavior, and cart abandonment: the moments brands lose customers they never knew they had.
My work starts with a simple but uncomfortable truth: most founders and brand teams have a vivid picture of who their customer is. That picture is usually wrong. I help them close the gap between who they think is buying and who actually is, and build strategy around reality, not assumption.
I consult with consumer brands across CPG, beauty, wellness, and retail, translating academic-grade behavioral research into decisions a team can act on Monday morning. The result isn’t a report that sits in a drawer — it’s a clearer picture of your shopper, and a strategy built on how she actually decides.
FOUR WAYS IN
Follow along for free, learn the frameworks yourself, or bring me in to work with your team.
The Podcast
Behavioral breakdowns of the brands winning — and losing — right now. New episodes, free.
Listen →The Newsletter
Real brands, taken apart — the wins, the misfires, and the behavioral science underneath. In your inbox.
Subscribe free →For Founders
Self-paced courses, a live cohort, and a mastermind. The Doctor of Shopping frameworks, in your own hands.
Explore the courses →For Teams
Speaking, shelf reviews, and advisory. Academic-grade research, translated into decisions your team can act on Monday.
Book a discovery call →The Newsletter
Real brands, taken apart — the wins, the misfires, and the behavioral science underneath. Free, in your inbox.