Finding the Heat
Marketing's sharpest minds on the hardest question in the job: what customers really want.
The best marketers are obsessed with one thing: knowing what their customers actually do. Not what they say in a survey. Not what a model predicts. Kate O'Keeffe, CEO of Heatseeker, sits down with the marketing leaders who still go and find out for themselves, and asks how they'll keep doing it now that AI will answer any question you ask it.
Every episode is a conversation with someone running marketing at real scale about how they actually know their customers. The research they trust and the research they don't. The moment the data and the human story stopped matching. And what they do when a model hands them a confident answer nobody has checked.
Episodes
Why you can't trust what AI tells you about your customers.
Most companies are about to let AI answer thousands of questions about their customers with no way of knowing when it's wrong.
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Why the consumer never comes alive in a PowerPoint.
A CMO responsible for 39 brands across 40% of the world's population still walks into strangers' bathrooms to watch how they use a product. There's a reason for that.
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