Why Customers Can't Explain Why They Buy (Cultural Anthropologist Explains) | Johanna Faigelman

<p>Your customers are not lying in your surveys. They simply do not know why they do what they do.</p><p><br></p><p>Cop a copy of my books NOW: </p><p><a href="https://mybook.to/TheAI-PoweredFuture" target="_blank" rel="ugc noopener noreferrer">⁠https://mybook.to/TheAI-PoweredFuture⁠</a></p><p><a href="https://mybook.to/HumanLedFinance" target="_blank" rel="ugc noopener noreferrer">⁠https://mybook.to/HumanLedFinance⁠</a></p><p><br></p><p>Host live webinars and restream them to LinkedIn, YouTube and Facebook: WebinarGeek (paid link): <a href="https://webinargeek.com/product?red=kdemsc" target="_blank" rel="ugc noopener noreferrer">⁠https://webinargeek.com/product?red=kdemsc⁠</a></p><p><br></p><p>Get paid to put your expert judgement to work training AI: Ethos (paid link): <a href="https://agent.askethos.com/refer/nd01w7e2eelw" target="_blank" rel="ugc noopener noreferrer">⁠https://agent.askethos.com/refer/nd01w7e2eelw⁠</a></p><p><br></p><p>Earn from your professional expertise on frontier AI projects: Mercor (paid link): <a href="https://t.mercor.com/neABb" target="_blank" rel="ugc noopener noreferrer">⁠https://t.mercor.com/neABb⁠</a></p><p><br></p><p>Turn customer insight into a boardroom-ready deck in minutes: Gamma (paid link): <a href="https://try.gamma.app/f2d4kygskm1h" target="_blank" rel="ugc noopener noreferrer">⁠https://try.gamma.app/f2d4kygskm1h⁠</a></p><p><br></p><p>Automate the analytic grunt work so your team can focus on the human questions: Make (paid link): <a href="https://www.make.com/en/register?pc=kingdemspodcast" target="_blank" rel="ugc noopener noreferrer">⁠https://www.make.com/en/register?pc=kingdemspodcast⁠</a></p><p><br></p><p>Johanna Faigelman is a cultural anthropologist, speaker and the founder and CEO of Human Branding, the Toronto consultancy she launched in 2006 to apply anthropology to business strategy. She is the pioneer of Applied Anthropology Thinking (AAT)™, studied at York University and ran planning at a large advertising agency before going out on her own. Human Branding now has more than 40 people working across North America, Europe, Asia and Latin America, with clients including 11 of the world&#39;s top 20 pharmaceutical companies and brands such as Nestlé, Visa and Logitech. </p><p>She is an EY Entrepreneur Of The Year 2026 Ontario finalist, an EY Winning Women 2025 honoree and a 100 Women to Know Winner 2026.</p><p><br></p><p><strong>In this episode:</strong></p><ul><li>Why Johanna works on the principle that r