It seems we're awash with data these days. It's meant to improve decision-making and outcomes. While sales data tells us what has happened, it rarely tells us why it happened. It also tells us nothing about what didn't happen. Why did a customer walk away? What didn't they choose — and why?

In this podcast, I talk to Tessa Stuart who dives into the mysteries of actual consumer behaviour almost every day. Tessa works in the food and drink retail space, helping brands to understand customers and decode their preferences, choices and actions. She helps to reveal the mindset behind the metrics. These consumer insights bring the numbers to life and transform how companies present themselves to customers when it matters most.

Known as 'The Shopper Stalker', Tessa shares her journey from advertising focus groups to becoming a leading voice of live customer insight via attempting to sell her children to Innocent drinks. Featured on Radio 4's The Today Programme, she's also the author of two books about getting stocked and then getting picked off the shelf.

What Tessa does is eminently transferrable outside of food and drink, listen to 'What Data Doesn't Tell Us' to find out:

• Tessa's approach and how she became the Shopper Stalker
• What she's learned about how consumers think and behave
• How real-time encounters can help brands connect with customers
• What her observations of buyer behaviour reveal about how brands should present themselves
• How augmenting sales data can help us connect with actual customer needs

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Buy her books on Amazon: Packed and Flying Off The Shelves.