Growth Starts With Understanding What People Actually Do
Data can tell marketers a huge amount. But sometimes the most valuable insight comes from looking beyond the spreadsheet and understanding how people actually behave.
In this episode of Growth Leaders, Deirdre Mc Gettrick, Co-Founder & CEO of Ufurnish.com, shares her perspective on building awareness, creating a new category and why marketers need to combine data with curiosity and common sense to unlock growth.
For Ufurnish.com, the challenge is twofold. The business isn't simply building awareness of a relatively new brand; it's also establishing a new category for furniture discovery. That means helping consumers understand the proposition before ensuring Ufurnish.com is front of mind when they're ready to shop.
As an ex-banker, Deirdre is the first to recognise the importance of data. But several years into building the business, she's increasingly interested in what sits behind the numbers. Her challenge to agency and technology partners is to combine data with real-world understanding – questioning whether what looks effective on a reporting slide reflects how consumers are genuinely behaving.
That need for human understanding becomes even more important as marketing evolves. Deirdre sees content creators playing a significant role because of the trust they can build with audiences. At the same time, AI and the rise of intelligent agents raise new questions around who – or what – is discovering brands online, how marketers measure genuine engagement and even whether traditional ideas of brand awareness will work in the same way in future.
Her advice to marketers is refreshingly practical: get closer to real people. Ask questions, have conversations and be willing to test the assumptions behind the data. Sometimes speaking directly to 30 or 50 consumers can reveal something that even the most sophisticated report misses.
Key takeaways
- Data needs context. Numbers are valuable, but marketers need to understand the real human behaviour behind them before deciding what is genuinely working.
- Trust will become increasingly important. As AI, bots and questions around digital authenticity evolve, trusted human voices – including creators – could play an even greater role in influencing consumers.
- Don't underestimate direct customer insight. Getting out into the real world, asking questions and listening to consumers can uncover insights that aren't always visible in dashboards or reports.
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