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Buyer psychology reveals why customers actually buy — and why some brands become impossible to forget. In this episode, Katelyn Bourgoin breaks down how Jobs-to-be-Done, customer research, and “ownable ideas” help brands uncover what buyers really care about and build memorable positioning around it.

You’ll learn:

• Discover the real reasons customers choose one solution over another
• Use Jobs-to-be-Done to uncover stronger customer insights
• Turn differentiated thinking into an ownable idea your audience remembers
• Use AI research without losing the depth and empathy behind real customer insight