Listening Beyond Words: Finding the Why Behind Customer Behavior

Public Relations Review Podcast

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2M ago 25:47

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Have you ever wondered why so many marketing research tools fail to capture what customers truly want? James Warren, CEO and founder of Share More Stories, talking with host Peter Woolfolk, has dedicated his career to solving this problem through an innovative approach that combines storytelling with artificial intelligence to reveal the "why" behind customer and employee behavior.
Warren introduces us to the SEEQ platform (Stories to Engage, Explore and Question), which takes a fundamentally different approach from traditional surveys and focus groups. While conventional research tools excel at identifying who, what, when, and where, they often miss the crucial question of why people make the decisions they do. By inviting participants to share personal stories rather than just answer predetermined questions, SEEQ creates a safe space for authentic expression that yields remarkably rich insights.
What makes this methodology particularly powerful is how it transforms qualitative experiences into measurable emotional data. The platform analyzes 55 different emotions, needs, values, and attitudes to create an "emotional map" that helps organizations understand not just what people experienced, but why it mattered and how it made them feel. For communications professionals, this represents invaluable intelligence for crafting messages that genuinely resonate.
Warren shares compelling success stories, including how Virginia Tourism Corporation used story-based insights to reimagine their approach to reaching Black travelers. By deeply understanding these travelers' experiences and then creating a campaign that authentically reflected those stories, they achieved remarkable results, increasing Black tourism to Virginia while earning industry recognition.
The interview highlights what's missing in most corporate communications today: authentic voice. Too often, PR messages are developed from the company's perspective rather than centering the voices of customers or employees. By incorporating authentic stories and emotional insights into communications strategy, brands can dramatically shorten the distance between message and audience, creating that elusive "ring of truth" that drives engagement and loyalty. Ready to make a bigger impact in your organization? Start by truly listening.

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Chapters

1. Listening Beyond Words: Finding the Why Behind Customer Behavior (00:00:00)

2. Introduction to PR Review Podcast (00:01:07)

3. Meet James Warren of Share More Stories (00:02:54)

4. Understanding the SEEQ Platform Methodology (00:04:44)

5. How SEEQ Uncovers Customer Needs (00:09:42)

6. Customer Stories as Marketing Assets (00:14:08)

7. Challenges in Storytelling Research (00:17:05)

8. The Missing Element in PR Storytelling (00:21:38)

9. Closing Thoughts on Authentic Listening (00:24:26)

178 episodes

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