This presentation will introduce a new way of thinking about how companies approach understanding their customers. This mindset is applicable to companies of any size—from startups to established corporations. Per Genov, once we realize that consumers are real people with real behaviors, emotions, motivations and goals, we will recognize that customer research has to have a common business objective and a coordinated set of methods across the organization. Using highlights from a Zappos case study, attendees will take away strategies to understand the person, not the “shopper” or the “user” and discover how to eliminate organizational silos when it comes to customer understanding. Attendees will also learn how to use results to inform their business as a whole and hear why company culture matters.