How can you simplify complex consumer behavior concepts for non-experts?

It’s safest to always go back to basics and simplify the language used. One of my favourite chatGPT prompts - when learning about something new - is to “explain it to me like a 5th grader. Remember to not get too attached to the industry language you’re so used to using with colleagues and that 9/10 times you can simplify a concept by using plain and simple language!

Imagine consumers as characters in a story, each with their own desires and obstacles. Then try to explaining that story in the plainest terms. For example, consider the “journey” of buying a car. A customer starts with a need (the desire for a new car) and faces challenges (budget, choices). Along the way, they gather information, compare options, and make decisions. Share tips like considering emotions in purchasing decisions – it’s not just about the price, but also about how the product makes them feel. Businesses that understand and cater to these emotional and practical aspects using plain language tend to succeed more. Be engaging and relate to everyday experiences, making complex ideas more accessible and interesting.

Love this one. Deconstructing the identified problems and their proposed solutions to first principles drives creativity and confidence on the team and enables learning from other domains that have made more progress in solving similar problems.

Relate concepts to familiar scenarios or real-world experiences. For example, explain the idea of “brand loyalty” by comparing it to choosing the same coffee brand every morning. Also, use storytelling. Narrate concepts through stories or anecdotes. People relate to and remember stories better than abstract concepts.

Implement visual aids. Utilize diagrams, infographics, or charts to visually represent complex ideas. Visuals can often convey what words alone cannot.

In my experience using stories is the best way to communicate complex consumer behavior! We all are able to connect when a story is shared!

Make a use of case studies. Present case studies that illustrate the concept in action. This grounds the theory in real-world situations.

When using metaphors, be mindful of your audience. Certain metaphors can be particularly alienating or confusing. For example, sports metaphors may seem easy to understand, but may exclude audiences who are not familiar with the particular sport. War/fighting metaphors can also be perceived as insensitive. This is especially important when considering global audiences, as certain concepts may not translate across cultures. Instead, focus on clear, generally understood concepts as the root of your metaphor. Examples of general metaphors: The Hero’s Journey and other popular storytelling tropes and structures, cooking (e.g. prepping ingredients, mixing together, baking), maintaining automobiles (e.g. repairing engine vs. exterior).

It goes back to psychology and sociology. This is how we can understand the mind of the consumer. Not only the cognitive part but also the affective one.

Reiterate key points in different ways throughout the explanation to reinforce understanding. Explain the practical implications of the concepts, such as how they affect purchasing decisions or consumer satisfaction.