The latest episode of The Content Mavericks is now live, featuring Lee Harrison and Jack Hillaby from That Global View and Spark Emotions.
They join co-hosts Cey Sesiguzel and Social Advantage™ Founder Jack Longman for a wide-ranging conversation about customer psychology, research, creative decision-making and the growing demand for more authentic content.
The episode explores a problem many marketing teams will recognise: businesses often collect large amounts of data but struggle to turn it into useful creative action.
Research can tell a business a great deal about its customers, but the value comes from what happens next.
During the episode, Lee explains the difference between data, insight and action. Marketing teams can commission detailed studies, produce strong recommendations and still fail to change the campaign, product or customer experience.
The discussion looks at how brands can use customer behaviour to make more informed decisions about content and creative work.
That includes understanding:
This work gives creative teams a stronger starting point than assumptions or internal opinions.
A/B testing plays an important role in marketing, but it can only compare the options placed in front of it.
If both ideas misunderstand the customer, the test may simply identify the least ineffective version.
Lee and Jack discuss why brands should explore the drivers and barriers behind customer behaviour before moving into creative testing.
They also explain the value of studying non-buyers.
Existing customers can tell you why they chose a brand. Non-buyers can show you the obstacles stopping a larger group from making the same decision.
For B2B marketing teams, this principle can apply to social content, landing pages, offers, events and sales messaging.
The conversation also covers the shift away from broad audience targeting.
Social platforms contain thousands of smaller communities built around specific interests, identities and behaviours.
Two people may fit the same demographic profile but respond to completely different messages.
That Global View combines consumer psychology, technology and media to identify these communities and create more relevant stories for them.
The aim is to replace broad, generic campaigns with content shaped around the people a brand wants to influence.
Authenticity forms another major part of the episode.
Audiences can recognise an advert within seconds. When content feels polished to the point of being artificial, people often scroll past it.
Lee and Jack discuss why brands need the confidence to show real experiences, customer opinions and occasional imperfections.
They also explore the role of AI in modern research and content production.
Their approach keeps real human behaviour at the centre of the work, with technology helping teams process information and reach conclusions faster.
The episode offers a useful discussion for founders, marketing leaders and creative teams who want to understand their customers more clearly and produce content with a stronger purpose.
Watch the full episode of The Content Mavericks here:
Learn more about the guests and their work:
That Global View
https://thatglobalview.com
Spark Emotions
https://sparkemotions.com
Connect with Lee Harrison on LinkedIn
https://www.linkedin.com/in/lee-harrison-1a4474141/
Connect with Jack Hillaby on LinkedIn
https://www.linkedin.com/in/jackhillaby/
Follow The Content Mavericks for more conversations about content, creativity, marketing and the people shaping the industry.
