Many customer research programs stop at personas built around roles, demographics, and stated pain points. While useful, these surface-level insights often fail to explain why customers behave the way they do—or why certain messages resonate while others fall flat. In this session, we’ll explore how to uncover the psychological drivers hidden within customer research, including motivations, fears, identity signals, and decision-making biases. You’ll learn how to surface these insights through interviews, qualitative analysis, and existing research artifacts—without needing a formal research team. We’ll then walk through how to translate psychological insight into clear messaging inputs that inform positioning, narrative, and go-to-market strategy. The focus is on practical research techniques and synthesis, not theory. Attendees will leave with a repeatable approach for moving from customer data to deeper insight—and from insight to messaging that actually sticks.