THE CONSUMER DECODe

Who is your customer, really?

The Consumer Decode Intensive is a six-week live cohort where you learn to read the evidence your customers have already left you (your comments, reviews, DMs and orders) and find out who is actually buying. The founding cohort begins January 2027 and is capped at 30 seats. Join the waitlist to get first access to enrollment and founding cohort pricing, the lowest it will ever be.

The foundation brand:

"Marketed to women over 40. The comments said the buyer was anyone with dry skin, often much younger. They were advertising to a birthday instead of a problem."

The sorority merch brand

“She believed her customer was the college girl. The real buyer was mom. The girl was the influencer; mom pulled out the card.”

The brand chasing younger:

"She wanted to retarget younger women. Before spending a dollar, the first question was whether ‘younger’ was an opportunity or just vanity.”

The Consumer Decode Intensive is perfect for you if…

✔ Something worked, and you don’t know why, so you can’t repeat it.

✔ You’re about to spend real money on a launch, a retailer or a raise, and you want to be right first.

✔ You’re so close to your brand that you assume everyone buys for your reasons.

✔ Things are going well, and you want to scale on evidence instead of instinct.

✔ You’re a strategist or marketer who wants to decode consumers for clients. You can run every assignment on a public brand.

JOIN THE WAITLIST

Profile. Motive. Process. Encounter. Outcome. Five steps, one real brand: yours.

The Consumer Decode method

“I teach you to think like a researcher, so you can stop guessing about your own customer.”

Dr. Nicole Arnett Sanders

Hi, I’m Dr. Nicole Arnett Sanders —

I help brands find out who is really buying, and why

I’m a consumer behaviorist and marketing professor, known online as The Doctor of Shopping. My whole career comes back to one question: why do people buy the way they do?

Brands pay a fortune for consumer insights and then get handed a slide deck. This Intensive is the opposite. It’s taught the way I teach my own marketing students, with three live sessions, weekly lectures, office hours twice a week, and hot seats where we decode real brands together.