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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Manage episode 521101521 series 3566824
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Think you know what your customer is thinking? We put that belief to the test with consumer behavior specialist Peter Paul Mann, who shows how smarter research uncovers the real motivations behind clicks and conversions. We dig into the practical differences between launch prep and optimizing an existing listing, why some A/B tests quietly mislead, and how to frame polls that surface true buying triggers instead of defaulting to “more for money.”
We walk through a simple system for crafting a sales story that stops the scroll: lead with the problem that matters, hook fast, explain why it’s for the shopper, and land a clear differentiator. Peter Paul explains how to turn review themes and pain points into testable concepts, why isolating creative variables beats chasing tool trends, and how a famous “six‑in‑one” shower rod example proves that versatility claims can distract from what buyers actually value. You’ll hear how to target the right respondents, design realistic scenarios, and simulate safely before making changes that could risk revenue.
We also explore white‑glove research support, segmented product sample videos that reveal tactile truths, and a pricing approach using the Gabor Granger method to map demand drop‑offs and price elasticity. Finally, we unpack a new SQP sales dashboard connected to Amazon’s API that highlights share of clicks versus share of conversions by keyword and models the ROI of small conversion lifts. The takeaway is crisp: ask better questions, test with context, and let real consumer insight guide your creative, pricing, and roadmap.
If this helped you think differently about research and optimization, follow the show, share it with a colleague who needs better data, and leave a quick review to tell us the one change you’ll test this week.
Chapters
1. #96 - Stop The Scroll: Build Listings Around Real Human Priorities (00:00:00)
2. Setting the Stage: Why Ask Customers? (00:00:01)
3. The "Loyalty Problem" and Industry Shifts (00:02:35)
4. Why Quantitative Feedback is Often Misleading (00:05:58)
5. The Power of Emotional and Contextual Framing (00:15:08)
6. New Tools from Intelivi: White Glove and Product Testing (00:17:34)
7. Connecting Consumer Insights to Amazon Sales Data (00:22:36)
8. Final Thoughts (00:24:40)
99 episodes
