The 80% Unconscious Rule: Is Your Market Research Missing the Truth?

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Welcome to the CanadianSME Small Business Podcast, hosted by Kripa Anand. What if the biggest business decisions happen before customers even realize they are making them? Today, we explore the hidden emotions, cultural influences, and human behaviors shaping modern consumer choices.

Joining us is Johanna Faigelman, Founder and CEO of HumanBranding. A pioneer in applied anthropology, Johanna helps global brands like Nestlé and Logitech uncover deeper human insights while building a globally recognized, bootstrapped consulting firm from Toronto.

Key Highlights:

1. Human Decision-Making: Exploring the unconscious forces that influence consumer behavior.
2. Bootstrapped Growth: Lessons from building a sustainable global consulting company.
3. Applied Anthropology: How human insights reveal what traditional metrics miss.
4. AI & Behavior: Combining technology and behavioral science to understand customers.
5. Future Strategy: The evolving role of anthropology in global business decisions.

Special Thanks to Our Partners:

UPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWA

ADP Canada: https://www.adp.ca/en.aspx

For more expert insights, visit https://canadiansme.ca/ and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age!

To learn more about how we are supporting the ecosystem, please visit the CanadianSME Small Business Foundation at https://smbfoundation.ca/.

Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation.

Kripa Anand

With her background in journalism and expertise in content strategy and digital marketing, Kripa brings strong storytelling and communication skills to the podcast. Her ability to connect with guests and draw out their unique insights ensures engaging and informative conversations. Her focus on impactful content aligns perfectly with the podcast’s mission to provide valuable resources for business growth.

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