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Featuring: Yael Morris, Decode Insights
In episode 108 of Agency Bytes, I sit down with Yael Morris from Decode Insights to dive deep into the psychology behind why customers really buy — and why they don’t. Yael shares her fascinating journey from selling granola bars to becoming a go-to expert for decoding customer motivations through intimate, one-on-one conversations. We explore why traditional focus groups often miss the mark, how true empathy fuels marketing success, and why no AI tool can replace the magic of a real human conversation. If you’ve ever relied on gut feelings to shape your messaging, this one’s a must-listen. Plus, stick around for some rapid-fire questions where Yael shares personal insights, favorite tools, and advice she’d give her younger self.
Key Bytes
• Understanding buyer psychology is crucial for effective marketing.
• Customer insights can drive product development and marketing strategies.
• Empathy in marketing leads to better customer connections.
• Human conversations yield deeper insights than surveys or forms.
• AI cannot replace the emotional context of human interactions.
• One-on-one interviews provide richer data than focus groups.
• Customer-driven messaging is essential for successful marketing.
• Patience is key when introducing unconventional ideas.
• Building rapport in interviews encourages openness from customers.
• Insights from customer conversations can significantly impact business growth.Chapters
00:00 Understanding Buyer Psychology
02:52 The Journey to Customer Insights
05:59 The Importance of Human Conversations
09:10 The Role of Empathy in Marketing
11:47 Universal Application of Customer Insights
15:05 The Impact of AI on Customer Understanding
18:03 The Value of One-on-One Interviews
21:02 Leveraging Insights for Business Growth
24:05 Focus Groups vs. One-on-One Interviews
26:52 Rapid Fire Questions and Closing Thoughts
Yael Morris from Decode Insights goes deep into buyer psychology to decode the real reasons behind why your customers buy, or don't buy from you. Through 1:1 customer interviews, she uncovers her clients’ customers' real-lived moments of struggle and desired outcomes that led them to purchase, giving a new human-level understanding of exactly what really matters to customers.
Contact Yael on LinkedIn.
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Steve / Agency Outsight (00:05.526)
Welcome to Agency Bites, a podcast dedicated to helping creative entrepreneurs thrive. I'm Steve Guberman from Agency Outsite, where I help agency owners build the business of their dreams. Today, I'm thrilled to be joined by Yael Morris of Decode Insights, who dives deep into buyer psychology to unveil the real reasons customers buy or don't buy. Through one-to-one customer interviews, Yael deciphers the struggles and desired outcomes that drive decisions.
giving businesses a human level understanding of what truly matters to their customers. I'm excited to learn more about what makes buyers say yes, and I'm excited to have you kind of bring us into that fold. So thanks for joining me today.
Yael Morris / Decode Insights (00:44.999)
Thanks, Steve, for having me on this podcast. I'm really excited for this conversation.
Steve / Agency Outsight (00:48.994)
I am too. kind of what, did you get into this business of all things to understand the customer's mindset?
Yael Morris / Decode Insights (00:56.891)
It's a really good question. Totally unintentional journey, I'd say. I started off in sales, selling granola bars across Canada into grocery stores. And we were in an insanely competitive category over COVID. And our sales kind of just went flatlined. And I said to our team, we're going to stop selling for a little bit because we're getting rejections left, right and center. And we're going to understand what our market really cares about, what motivates them to buy.
You were competing with, have you ever made good? Yeah. So that was like our, one of our key competitors. So I stopped and I'm like, okay, we're going to just get on the phone with grocery managers and, and consumers. Um, it's like family, friends, people who buy the product, people who are subscribed to the product and really figure out what are their main purchase drivers, get some context into how they're buying, how they're thinking about the product, some gaps in the market. What are problems with competitors?
Steve / Agency Outsight (01:29.23)
Sure, yeah.
Yael Morris / Decode Insights (01:54.963)
And from these insights, we realized, well, we need to change our positioning and our packaging and our price point. And people don't care about some of the features that we're promoting. So we changed the product formulation and nutrition. And about eight months later, when there was a relaunch, rebrand, products started to fly. At the same time, I was building a marketing agency and I had no idea what I was doing. was like 20 years old at the time. I had a business partner and a team and
Steve / Agency Outsight (02:01.251)
Wow.
Yael Morris / Decode Insights (02:23.793)
We were selling website and brand development and messaging and the whole, like social media. Our methodology was we're going to learn about your business in depth and we're going to speak to your team and we're going to speak to your customers. Our thought process was if we're to build you a website, the website is for the customer. So we need to understand what do they care about? What do they need to see? So in that process, we were asking them these questions that
We're not just like, okay, why do I have the product? It wasn't that kind of question. We would get into the whole psychology of them. And then we would deliver these websites and marketing materials. And we would also say to our client, by the way, we got these insights that you probably want to know. And our clients would say, oh, wow, we've never really thought about our business that way. And we needed to make these changes to our customer experience and our product service. And we realized over time, we were making a bigger impact with these insights than we were with the marketing.
And then over time, businesses started to hire us just for our methodology. They're like, we don't care about the website. We want your process of how you get these insights from our customers.
Steve / Agency Outsight (03:30.966)
Interesting wow so you you killed the websites you know stop doing all that focused and double down only on the process for customer insights and And do you do that direct mostly in the tech space now? Direct to clients you're not partnering or subbing out from marketing agencies etc. Or are you also partnering with them? Okay, okay, so What so but you've got a background in psychology, right?
Yael Morris / Decode Insights (03:51.813)
No, not partnering at this moment.
Yael Morris / Decode Insights (03:59.771)
I don't have a background in psychology. No.
Steve / Agency Outsight (04:01.164)
you don't. Okay, interesting. so this is all like learned over time on the granola bars dime of this is really what we're going to pull out of the customer to find out what matters to them. And now you really dialed in this process to work with some pretty decent brands on understanding their customers. Why would they talk to you versus like, I don't know, just fill out a form on jot form or something like that. Like what had, what's the benefit there?
Yael Morris / Decode Insights (04:28.851)
People need to be probed and stimulated to get certain type, just like we're doing right now with this conversation, you need to be asked the right questions and the conversation needs to be framed in a certain way to get people to say and reveal these truths that they really feel and experience to you.
And when you're answering a survey, it's like, first of all, I don't know if people are taking it fully seriously. Oftentimes they're not. They just want to get through the survey. The questions are often leading.
And a conversation allows you to dive into the context of how someone is experiencing or has experienced something. Without the context, you're just kind of given with this surface level insight. You don't really know the why behind it. And if you don't know the why and you don't have the color around what someone is saying, you can't really make sense of that or make it actionable.
Steve / Agency Outsight (05:27.79)
Yeah. The thing that I find super interesting is so many people are like, yeah, we just kind of innately know what our customers want to hear. Or like you said, the website is about the customer and so many brands, whether they're marketing agencies or, you know, um, product levels, um, websites, they're all about themselves and not thinking about what the customer really wants or needs. And so your process really digs into the curiosity of what do they need as opposed to making these assumptions or.
using a form of some sort.
Yael Morris / Decode Insights (05:59.301)
Yeah, I think that we have a natural tendency to veer on the side of what's comfortable and easy and the shortcut, which is, we're just going to go with our gut. Speaking with a VP marketing today, he said the same thing. He's like, yeah, we just, it's a lot of just guesswork. We kind of just throw shit at the wall and just, we'll see what sticks. You never actually know what, resonates with your audience and why. And
Steve / Agency Outsight (06:06.328)
Mm-hmm. Mm-hmm.
Yael Morris / Decode Insights (06:25.723)
At the end of the day, believe that all messaging should be customer driven messaging. Product should be product or customer driven product development. cause people are not actually buying the features. You're not buying your features, which is like what marketing is, has been become. It's been selling features and products, but people are not buying the product or the feature. They're buying a solution to their pain and they're buying a desired outcome that they are wishing.
to have in their life. I think we mostly talk about products and features as opposed to the human pains and human desires because it's easy to. We know about the product because we talk about it all day long. We don't talk to the customer all day long or speak to the customer.
Steve / Agency Outsight (07:11.288)
Hmm. Yeah. What's interesting is I've always been taught and believe and encouraged that like what we do in marketing and advertising and branding is just a good mix of art and science. And you're talking about the science side of it of like, there is a true formula here that is going to work based on the benefits that we're talking about, not the features and the desired outcomes and not the assumptions and not the hyperbole.
And the art part of it is more that gut, that like, blue is gonna work better here. This is the typeface that aligns with this audience and that kind of thing. And so what you're leaning into is really like the science part of the marketing and advertising to formulate the right solution for the audience.
Yael Morris / Decode Insights (07:57.115)
I think it's like, equips the art side. Like if you, the more you have the empathy for the customer and you can anticipate, like you really understand the walls they run into before they found your product. If you understand those walls, if you understand those struggles, those moments of struggle as Rob Moesta says, like then the creativity should become easy. That's my philosophy, whether it like it happens in real life or not, but
Steve / Agency Outsight (08:00.514)
Yeah.
Steve / Agency Outsight (08:11.662)
Hmm.
Yael Morris / Decode Insights (08:26.063)
it should become easy, the art part. That's where I think marketers are really, they thrive when they have the truth about the people they're marketing to. And it's just, okay, now we can be creative. There's so many new unlocks here.
Steve / Agency Outsight (08:40.994)
Yeah. And I think that, you know, having led creative teams and been, you know, I was kind of raised as a designer in the industry. when you have the right. Guidelines it, it helps direct the work that you're trying to do, which things, what you're saying is I've just got a complete total blank canvas and you know, where do I go and how do I start? And so if you've got some guidelines, like this is the thought process that the customer is thinking when they're going down an aisle, looking for a granola bar, like whatever that thing is.
it can point the creatives in the right direction as opposed to just, let's let them run wild.
Yael Morris / Decode Insights (09:13.467)
Exactly.
100%.
Steve / Agency Outsight (09:17.666)
I don't even think creators like to fully run wild. They might not admit it, but they want a little bit of prodding and guidance along the way.
Yael Morris / Decode Insights (09:25.873)
They want to be grounded a little bit.
Steve / Agency Outsight (09:27.926)
Yeah, yeah. So talk about kind of how the process helps pull out the vulnerability and the ideas in the customers. And does this work better or less effectively, I should say? More or less effectively, B2B, B2C, D2C space, does it work kind of universally?
Yael Morris / Decode Insights (09:50.203)
I it works universally. I've worked with all kinds of service-based businesses, consumer products, B2B, tech. It works the best when the team is kind of detached from the customer. But even, necessarily though, like some of my clients, they have a whole customer success team, B2B sales team.
They're kind of talking to customers, but not really. They're not having those kinds of conversations. But I would say, you know, if you are selling a consumer product, how like you're just putting the product on the shelf, for example, or you're just selling it e-commerce online. How
Are you really getting the questions the customers are really asking and thinking about when they're choosing between your product and another product? Yeah, they say stuff online, but what are they really thinking? What they say on the surface isn't really what they actually mean. And so when you get in a conversation with them for 45 minutes, you're diving into, tell me your whole situation, your story.
Steve / Agency Outsight (10:48.195)
Mm-hmm.
Yael Morris / Decode Insights (11:04.945)
I'm not even talking about the product. Like we won't even talk about the product. We will talk about, you know, how they came to realize they need this product, the problems they were having, the pains they were experiencing, why they were unable to achieve what they want to achieve, what they were considering beforehand, what was their pre-existing solution, if they even had one. And you go through all these kinds of questions. Yesterday I was speaking to
a client's competitor's customer. And I was asking this guy these questions like I have no idea about your competitor. I don't know a single thing about your competitor and I don't know a single thing about you.
And I had to get the full context as if you're starting from scratch, clean slate, an inventory on what this person does, how they operate, who do they work with, what does their day-to-day look like, the specific activities. Once you can get into the nuance and detail, then if you've really crystallized this picture and get a much clearer understanding. So it works with B2C and B2B, like it's anybody. But I would say the business is that
need this the most or have the biggest barriers are ones where they are not really talking to their customer at all.
Steve / Agency Outsight (12:26.312)
And or they're talking to their customer, but only about like your customer success teams that you're talking about. They're focused on fixing a thing or helping them through a thing. They're not really like to your point, they're not really, why did you choose this product? Why did you consider this other product? Like they're not really, they're not a third party intermediary. So they're not getting the effectiveness.
Yael Morris / Decode Insights (12:35.475)
Yeah.
Yael Morris / Decode Insights (12:47.011)
No, exactly. they, you know, those customer success teams that I like my clients have there exactly. They're focused on their agenda. Their agenda is keep their customers happy, you know, fight the fires sales team. want to just hit quota. We want to get the sale. We're going to ask those kinds of questions, but when you come in and you like clean slate, trying to really figure out the whole picture.
And I'm detached, so the customer is telling me whatever they want to tell me. They're not hiding things. And I'm OK to ask the uncomfortable questions. They really open up, and we get a full, deep understanding, and we peel off those layers. So oftentimes in conversations I have with people, they're saying, wow, I've never actually articulated what I was thinking before, but now I just said it out loud, and it's really interesting.
And they're like, it's kind of like therapy. I've heard that many times because I'm talking about their problems and validating how they feel. But it's a touchy subject to get into the customer problems.
Steve / Agency Outsight (13:44.002)
Yeah.
Steve / Agency Outsight (13:52.184)
And they're going to be way more guarded with a customer success agent or a salesperson or somebody from brand.com or whatever versus you who you present yourself as like, Hey, I might represent a company. but they're going to, because you're third party, they're going to be more open with you. Yeah.
Yael Morris / Decode Insights (14:09.689)
Exactly. And there's a way to build rapport in a relationship, right? Like, you know, I go into a call and I'm just totally a human speaking with a stranger. like, by the way, like we know we've never met before.
Steve / Agency Outsight (14:20.568)
Hmm.
Yael Morris / Decode Insights (14:24.535)
And here I'm from Canada and I'll like do a whatever random introduction and we'll talk about something totally unrelated and we'll build a relationship for five minutes and then we'll get into the discussion. I'll make them feel comfortable and they'll feel comfortable. They're like, they're like, I don't care what I say to you because I know you don't want my money. I'm not selling.
Steve / Agency Outsight (14:35.374)
Yeah.
Steve / Agency Outsight (14:45.4)
You're not selling anything. If anything, you're trying to make what they want to buy better. Yeah, so why wouldn't they just be fully vulnerable and open with you?
Yael Morris / Decode Insights (14:49.926)
Exactly.
Yael Morris / Decode Insights (14:54.557)
they're completely vulnerable and open with me. And yeah, it's really interesting. So much of it is psychology.
Steve / Agency Outsight (15:05.24)
So in most markets, I guess in all corners of the marketing space right now, there is the threat, concern, value add, whatever you want to call it, of AI. How is that helping, hurting, interfering, whatever? Like, I don't know how you would even describe it, but how is it impacting your business?
Yael Morris / Decode Insights (15:26.631)
Really good question. Let me think about that. A few things that come to mind. I just don't know what to say first. How is it helping me? It's helping me because when you have these insights and then deliver them to my clients, there's a lot of ways to then use them for messaging and asking questions. Like this is really valuable source of data that you can then use AI to help like make your life better.
just like chat GPT, the better the data is in the platform, the easier and more effective it is to use. The threats or potential threats or assumed threats maybe are people thinking that, you know, they can shortcut their understanding of their customer by using AI. And the truth is there is nothing that will replace, we spoke previously.
spoke about previously is that nothing will replace a human conversation. I know entrepreneurs building, you know, customer interview bots for big teams and I don't exactly know how it's going.
Steve / Agency Outsight (16:23.918)
Mm-hmm.
Yael Morris / Decode Insights (16:41.411)
But my hypothesis, and maybe this is my full bias into this, but my hypothesis is that it's not gonna, you're not going to get the emotional context required for a marketing team to leverage in messaging and storytelling because it's the anecdotal, you know, human, like human human side of a conversation that brings the most value.
And I think when you just rely on tools for your data and chat bots and chat GPT, you're really limiting yourself. It's a shortcut and you think that this is gonna give you what you need, but it's really not. So yeah, that's what I think.
Steve / Agency Outsight (17:33.986)
Yeah, I don't think that the interpretation is there. don't think that the the way that the robots can kind of digest information from a human, whether it's voice or typing or whatever, is nearly what. Sure, it can maybe do it faster, but I don't think it can do it as accurately from an emotional standpoint. And that's what you're trying to get at is the emotional response to a product or a service or messaging or, you know, a brand value points, things like that.
I honestly, I had a networking phone call with somebody yesterday and I got off the phone and I was like, I think that was a sales robot. Like it just felt like it didn't feel human and maybe that's just the person. I don't know. Like they reached out to me on LinkedIn. They sent me a message that seemed kind of human. Their profile was a little, eh, their photo was, eh, the website had the same photo and they didn't want to do a zoom call. They just wanted to do a phone call. But I got off that call and I was like, that just felt a little too.
Yael Morris / Decode Insights (18:11.1)
No way.
Steve / Agency Outsight (18:32.492)
robotic to me. And so I feel like these things are showing up in our lives. Maybe I'm wrong, but you know, at least in that instance, but they are showing up as tools of spend 15 minutes talking to this robot and we're going to glean some customer data on you. And that's just not going to be as effective.
Yael Morris / Decode Insights (18:50.579)
How did you feel in that conversation? Like, did you feel like you were like short-cutting or like kind of just we were elaborative in your responses or questions? Were you quick?
Steve / Agency Outsight (19:01.792)
It wasn't, no, it just wasn't like a good flowing conversation. was like, all right, question, answer. And then it was like, the prompt was thinking, what, what can I ask next or something like that? And, you know, there was no like warmth on the other side when I would like, know, so how long have you been at this place? And it was just very like matter of fact, there was no, like, it didn't feel like there was a personality. again,
Yael Morris / Decode Insights (19:06.054)
Mm-hmm.
Yael Morris / Decode Insights (19:12.008)
Right.
Steve / Agency Outsight (19:23.264)
Maybe I'm wrong and this person is just not a very warm and bubbly personality. And if so, I'm not going to say who it is or anything, but it was just, it was an odd feeling. and to your point, you know, you have people in your ecosystem are building these bots to interact with people and have conversations. And I can't imagine it's going to feel as warm and, and genuine as being on a zoom call with you or a member of your team versus some chat bot that's an AI created persona.
Yael Morris / Decode Insights (19:27.143)
Thanks.
Yael Morris / Decode Insights (19:54.163)
100%. Like I think because the feedback that I get from my interviews, from the person that I'm interviewing is, wow, that was really enjoyable.
And it's because we created some sort of relationship in this conversation. We're actually getting into our vulnerabilities about our like important problems and, you know, real life issues. And we're sharing stories. I'm, you know, at the same time, I'm not just like question after question after question. We're actually having real dialogue. Okay. It is a flowing discussion. It is, I'd like to believe that I'm a warm person.
I mean, make it, it's a comfortable, warm, flowing discussion. And I can't imagine people would feel comfortable to share what they're sharing or even think to like, why would I even care to share this information? this is this person really listening to me or there's a lot like so much of it is that psychology of the conversation where there's a third person, just like a therapist, right? Outside of my life, irrelevant. Who's actually validating and listening to me for the desire to truly understand me.
I think that that is, I don't know if a bot AI can replace that.
Steve / Agency Outsight (21:09.76)
Yeah, it's probably also the first time that many of the people you're interviewing have ever been felt, you know, felt seen, felt heard, given the opportunity to like, this product is garbage or I really love this product or like whatever the thing is that they're interacting with. I've never been asked, how do you feel about whatever the microphone you're using or, you know, the sandwich you had yesterday or never, you know, other than like some nonsense customer service email.
rate us, you one through five, you click on it and it says thank you.
Yael Morris / Decode Insights (21:42.151)
Like I think it's even more than that though, you know, as I'm listening to you, it's even more than just how is your interaction with the product. It's about how you use the product for what purpose, like tell me about your business. Tell me about your life. Tell me about how you function day to day. Tell me about what's important to you. Like we're diving into like, we're not actually talking about the product. We're talking about like the, how is it being the utility of it? The, you know,
When I'm doing a podcast, I see you sipping your coffee there. Like when I'm sitting in a podcast and I look at my desk and I open up at my laptop and I'm having a conversation, I reach for my glass, like, what kind of conversation are you having and what does it mean to you to, like, we talk about the situation, the context behind the product and how it fits into their life, not the product itself. And most people,
are not going to be asking about that because no one really cares to ask about that.
Steve / Agency Outsight (22:43.128)
Yeah. Yeah. So then real quick. you do this discovery, you interview a bunch of customers, clients, competitive customers, et cetera. You munch all of this data and using the example of the protein bar that you were on the team for, that impacts hopefully everything from messaging to pricing to shelf positioning to website, like soup to nuts. Hopefully this data is used.
for the marketing sales process.
Yael Morris / Decode Insights (23:17.501)
Sales, what questions are sales asking? What is sales highlighting in their conversations? When you're onboarding a customer, how to improve that onboarding process to make it more seamless and actually get the customer to adopt the product better? In your marketing messaging, in your whole overall go-to-market strategy, in your brand strategy, in your positioning strategy, how are we actually seeing in the marketplace compared to our competitors? What's our true inherent value?
I'm working with a business right now whose products now understanding the problem that the product is solving and the value that it brings to the business. And then the, you know, the price of alternatives, they're pricing up, like they can just dramatically increase, increase their pricing. And I don't think anyone would say no. I'm testing this out.
Steve / Agency Outsight (24:05.72)
Wow, yeah.
Yael Morris / Decode Insights (24:07.591)
But it's only because we actually understand now, okay, what were you doing before this product and what has it done for you now? How has it impacted your business and your bottom line? So it impacts everything.
Steve / Agency Outsight (24:20.546)
Yeah. Yeah. And the value of it is got to be priceless when it's integrated properly, when it's done properly. I have a ton of agencies I know who do focus groups for various lines of products and services and things. How does what you do or your process of this kind of one-on-one interaction vary from, like a group focus? yeah.
Yael Morris / Decode Insights (24:47.431)
First of all, what questions are they? I've never been in a focus group. I'm not gonna lie. I've never been in a focus group. But there's, what's it called? Group think? Is that what you call it? Group think? There are everyone's different biases. How do you have a flowing conversation where you're really speaking about your own? I mean, it's more effective, maybe more qualitative to have many people in one focus group.
Steve / Agency Outsight (24:51.352)
Okay.
Yael Morris / Decode Insights (25:14.813)
But I think that having the one-to-one in depth, getting specific use cases, really getting into the context, having a full-blown, hour-long discussion about the full journey of the customer, the nuances, the little details, not just why did you buy this product high level kind of discussion, but the specific details. And you could probe them, and I can interrupt them.
They can interrupt me. Like we're really just having a conversation just like this and I the depth that you get there I don't think can really happen in the same way with a focus group of say maybe five ten twenty people Who everyone needs to turn to speak and we're kind of going question by question This is it's deeper. It's deeper
Steve / Agency Outsight (25:58.67)
Mm-hmm.
Steve / Agency Outsight (26:08.226)
Yeah, it's got to be, and especially in a group where I might give an answer that can impact and present bias for how the next person might answer or things like that. so I wonder if they would work well kind of in a complimentary environment as opposed to one or the other.
Yael Morris / Decode Insights (26:24.509)
Possibly. Possibly. I'd also say, you know, there are some uncomfortable truths that people admit to me in these conversations, you know, about, you know, the hard things like money and time and these vulnerabilities that we all have that they're sharing with me. Do they really want to or do you, will they be openly sharing these truths in a focus group? And by the way, these uncomfortable pains are what is most valuable to a marketer who can speak to them.
Steve / Agency Outsight (26:40.974)
Mm-hmm.
Steve / Agency Outsight (26:52.824)
Yeah. Yeah, super powerful stuff. I love it. I love that you found something that you're like super passionate about and that you can create such impactful results for your clients for. So I think that's gotta be really meaningful to you. And I think that's important. Yeah. Awesome. Yeah. Well, thanks for sharing your process and kind of little insights into how you decode customer thoughts and why they do what they do.
Yael Morris / Decode Insights (27:07.719)
It is. It is. I love it. I love it and they love it.
Steve / Agency Outsight (27:21.522)
A real quick couple of random rapid fire questions that I just get a kick out of. First is what's something that you just can't get enough of these days, whether it's a hobby or a book or a podcast or a show.
Yael Morris / Decode Insights (27:34.963)
I can't get enough of the unbelievable food in Tel Aviv, even though this is irrelevant to your listeners. But recommend to anyone come to Tel Aviv and try the food because it's insane and the vibes, incredible vibes.
Steve / Agency Outsight (27:41.717)
No, yeah.
Steve / Agency Outsight (27:48.012)
Very cool. What is a tool and tool can be just a ubiquitous term for anything that you've integrated into your life, digital, physical, that you look back and you're like, how did I live without this thing?
Yael Morris / Decode Insights (28:01.627)
I'm not gonna lie and this is gonna be a super generic response, but ChatGPD has been really invaluable to me in creating it, like training it, training it properly and taking all the data that I've been collecting to spit out something pretty accurate for me and use it.
Steve / Agency Outsight (28:19.042)
Yeah. I typically say you can't say AI, but I didn't say it this time. So I'm going to follow that up with, do you create your own bots?
Yael Morris / Decode Insights (28:30.791)
I don't create my own bots, I'm training my AI to, maybe I am training my own bots. I don't even know what I'm doing, but I'm training my chat GPT to really understand. I guess I am, I am training a bot. Sorry, I don't like think of it as a bot, but I'm training my AI to really understand exactly what I'm looking for, specifically with the questions and synthesizing the insights and themes properly.
so that when I shared this information to my clients, it's very, it's what the AI produces is very much aligned with what I would do myself or even better.
Steve / Agency Outsight (29:09.378)
Gotcha, yep. Yeah, I think I mean like you can create your own custom GPT in chat GPT and train it and probably it's very similar to what you're doing. I've used it for a few kind of marketing activity tools where I train it to ask me questions that I can then answer back in video prompts and things like that. yeah, it's interesting how different people are leveraging and I'm super curious about that. And then finally, what is a really invaluable piece of advice that you would give to your younger self?
Yael Morris / Decode Insights (29:17.573)
Yes.
Yael Morris / Decode Insights (29:31.986)
Yep.
Yael Morris / Decode Insights (29:40.807)
Be patient. Because I think I'm doing something that a lot of people are not thinking about. And I think there's some education and maybe, I don't know, getting people to really think about what I'm doing and to not be afraid to do that.
Steve / Agency Outsight (29:42.203)
Hmm.
Yael Morris / Decode Insights (30:01.041)
I've gotten tons of rejections and we already do this and that kind of thing. No, they don't. They don't. You don't do it. But I think it takes time for people to recognize the value in something that is totally new to them and seemingly unconventional. So be patient.
Steve / Agency Outsight (30:19.054)
Yeah, I love that. Yeah, thank you very much for joining me. It's so great to just continue to get to know you further and the value that you bring and your personality and everything is just amazing. So grateful for your time today. Thank you.
Yael Morris / Decode Insights (30:32.819)
Thanks so much, this was awesome. Talk soon, Steve.
Steve / Agency Outsight (30:36.086)
Look forward to it.