What's your why or what you do?
Why did you choose to be a,
and call yourself a biologist
and get into this profession per se?
Yeah, that's a great question.
It's one of the most common questions I get is,
you're a psychologist, how did you end up in marketing?
And it really relates to my why.
I love psychology.
I studied psychology for many, many years.
And realized that I didn't love being a therapist.
And so I wanted to find some other avenues
for applying what I know and what I do.
And about 30 years ago or so, I led my first focus group
and I really fell in love with that process.
The ability to understand people, in particular,
I think the thing I didn't love about being a therapist
was the focus on pathology.
What I enjoy is focusing on really understanding people,
putting ourselves in their shoes,
understanding their situation, their lives,
their dreams, their challenges,
and then creating, working with teams to create approaches
that are better, faster, more efficient,
more enjoyable for people.
So that's when I really made my transition into marketing.
And specifically, about 20, boy, 24, 25 years ago,
started working in what's now known as
shopper marketing or commerce
that is really focused on consumer behavior,
purchase behavior, and understanding
why people choose and buy what they do,
and understanding how we can help make experiences,
products, brands better for them.
And so for me, it really is about using what I do
to go beyond insight, go beyond data,
to really understand people from their own perspective,
on their own terms, so that we can be as effective
in helping them as possible.
Thank you for sharing that.