The frameworks I use with brand teams, taught so your people can run them without me in the room. Grounded in a PhD in marketing and years of applied shopper research. Available as courses, cohorts, coaching, and live training.
One umbrella system, three pillars underneath it. Together they explain why a shopper buys, from the first glance to the moment they commit. This is what I teach teams to run on their own, and what I speak to from the stage.
The umbrella system. How to read a shopper end to end, from first glance to cart, and where the decision is really made.
Stimulus, organism, response. How the shelf environment, the shopper's internal state, and their action connect into a single buying moment.
How women actually evaluate, trust, and choose, and the specific places brands keep misreading them.
The layers of trust a buyer stacks before they commit, in order, and what makes the whole stack collapse.
Courses & Classes
Self-paced when you want to move now, live when you want the room around you. Cohorts and the mastermind open on a schedule, so join the waitlist to hear the moment doors open.
The full system, on your own time. Learn to read a shopper from first glance to cart and apply it to your own brand, one module at a time.
Next round: The Female Consumer Code
A guided class with a group, four times a year. Each round takes on a different framework in depth, with live teaching and feedback on your own work.
For founders and operators who want the frameworks in their corner all year. Ongoing access, group calls, and the read when a real decision is on the line. Doors open once a year, by application.
Coaching & Consulting
The studies hand you the data. Coaching hands you me, applying the frameworks to your brand in real time. Three ways in, from a single session to a fully custom engagement.
Enablement
Leave the frameworks behind so your team runs them without me in the room. The capability stays after the engagement ends.
A live working session where your team learns a framework and applies it to your category on the spot. They walk out with the method, not just notes.
Behavioral science on why your consumer buys, shaped for your stage, offsite, or leadership meeting. A room that walks out reading the buyer differently.
Where Brands Start
Most brands do not begin with the biggest engagement. They start small, prove the read, and grow it into an ongoing relationship.
Enter with a Shelf Audit or an Executive Briefing. Low risk, high signal, a fast look at what your consumer is really doing.
When the stakes justify it, we run a full Consumer Decode on the category and put real data behind the read.
The read becomes ongoing. I hold your consumer's seat across launches, resets, and positioning calls.
Your team learns the frameworks in a workshop and runs them on every decision after, with or without me.
The Newsletter
Real brands, taken apart — the wins, the misfires, and the behavioral science underneath. Free, in your inbox.