Episode 7 - Ditch Demographics: Embrace Cultural Intelligence to Drive Growth

Hosts Kurt and Kristen Luidhardt sit down with the brilliant Matt Oczkowski, President of HuMn Behavior. Matt, a data science expert who played a pivotal role in the Trump campaigns of 2016 and 2020, shares insider secrets from his journey through political data science to pioneering new commercial consumer targeting. They explore the vital role of data-driven decision making in both political campaigns and commercial businesses, and introduce the powerful strategy of cultural intelligence over traditional demographics in marketing.

Matt further discusses the evolution of the ‘parallel economy,’ or ‘Patriot Economy,’ and and the emergence of Liberty spenders, politically conservative or faith-based consumers who prefer to buy from businesses that align with their values. Together, Kurt and Matt highlight the importance of authenticity, the rise of consumer tribalism and the growing expectation for companies to take stances on social and political issues. Discover why understanding your customers is no longer optional but essential, and how tailoring your messaging can catapult your brand to new heights.

Key Highlights:

⭐ The FLOCKS Concept: Matt unveils the revolutionary FLOCKS methodology, combining advanced geographic targeting with sophisticated data analysis to pinpoint consumer tribes and craft unbeatable marketing strategies.

⭐ The Power Of Alignment: Matt showcases the power of aligning with customer values and navigating cultural trends to impact consumer behavior and drive unparalleled growth, consumer engagement and loyalty.

⭐ Authenticity Is KEY: Consumers today are EAGER for authentic experiences with brands that align with their values and that display cultural intelligence in their marketing, and success stories like Black Rifle Coffee and Patriot Mobile are leading the way.

Takeaways:

Data-driven decision making is crucial in both political campaigns and commercial businesses.

Companies are increasingly expected to take a stance on social and political issues, which can lead to polarization and consumer tribalism.

The Patriot economy is on the rise, with politically conservative or faith-based consumers seeking out businesses that align with their values. There is giant potential for small, value-driven companies to disrupt larger, established brands.

Understanding consumer tribalism and cultural intelligence is key for businesses in the current climate. Authenticity is crucial in marketing, and consumers are drawn to brands that are true to themselves and their values.

Feedback from customers is vital for refining messaging and ensuring alignment with their expectations and preferences.

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