Welcome to Customer Curiosity Corner

So, I’ve been working in digital marketing for a long time, and if there’s one thing I keep coming back to, it’s this: good results don’t just come from knowing the ad platform inside out or the technicalities, they come from really understanding the person on the other side of the screen.

That’s why I’m starting Customer Curiosity Corner.

I’m currently studying for my Social Sciences degree (with a lot of sociology and social psychology in the mix), and it’s giving me a different lens on the stuff I already do day-to-day as a marketer. Not in a “here’s the answer” way, more in a “hang on… that’s interesting” way.

One idea that’s got me thinking lately is:

People don’t decide to buy in a vacuum.

When we talk about “knowing your customer”, we often mean understanding their needs and goals, their budget, and their core problems you can solve. But these customers are not floating around in isolation. They’re in a social world. An obvious point, but so often not reflected on.

They’ve got a job, a role, people they answer to, and pressure coming from somewhere. In a B2B context, that might be a boss, team members, a procurement process, or simply the reality of needing to justify a decision. Even when someone’s buying for themselves, there’s usually still a backdrop: expectations, time pressure, and that quiet little voice of “is this the sensible choice?” or “how does this reflect on me”?

And I think that’s an often-overlooked part of marketing.

Not because we need to get deep and complicated about it, but because it changes what “good” messaging looks like. Sometimes the barrier isn’t the offer. It’s the risk. The hesitation. The need for the choice to feel safe, sensible, and explainable in their world.

So this corner of the blog is me exploring that kind of thing. Properly out loud.

What to expect here

This isn’t an “advice” section, and I’m not going to pretend I’ve got it all figured out. I’m learning as I go, and honestly, that’s half the point.

What I’ll be sharing is:

• patterns I’m noticing in customer language (especially in reviews and enquiries)
• little observations about how people search and choose
• questions I’m asking myself as I learn new ideas on my course
• small “I wonder if…” experiments I’m tempted to test in real campaigns

If there’s a practical takeaway, great - but the main aim is curiosity. I want this to be a space where we can look at everyday business problems and go, “Right… what else might be going on here?”

If you’re curious too…

If any of this sparks a thought, I’d genuinely love to hear it. I’m not writing this to teach, I’m writing it to think, to test, and to start conversations with other people who find customers (and how they make decisions) fascinating.

So feel free to connect with me on LinkedIn and drop me a message. Especially if you’re also exploring the “people side” of marketing and want to compare notes.

Next up, I’m going to take one everyday marketing situation and think it through out loud, no big conclusions, just seeing what we notice when we look at it through a “people don’t decide in a vacuum” lens.