Customer behaviour is forever changing what happens today won't be the same in six months. Digital disruption, new technologies, and environmental concerns all have an impact on consumers buying decisions and motivations. When it comes to planning your marketing strategy, don't assume the personas you had last year will apply this year.  Some companies rely on data to understand their customers, but is that enough considering how many factors influence buying decisions?  We will never know everything about their motivations to purchase.  We can, however, take time to reach out to them to understand their drivers and frustrations. There [...]