What makes a product more than just a purchase?In this week's episode we are joined live at IIEX North America by Sarah Shain, Senior Manager of Shopper Insights at Red Bull. Sarah's insights focus on delivering tangible results and fostering a broad sense of identification with the brand. She highlights the power of brand loyalty, even in the face of challenges like inflation and the COVID-19 pandemic, emphasizing the enduring importance of the in-store experience. Through engaging anecdotes, Sarah and Karen discuss the emotional reliance and deep meaning that consumers find in their interactions with products, and how that manifests in research.You can reach out to Sarah on LinkedIn. Many thanks to Sarah for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.