Analyzing all the touch points a customer has with your brand is a start, but it still leaves out 95% of the buying story. Buyer journeys begin way before your customer actually comes in contact with your brand. Understanding these passive buying triggers has allowed companies like Casper to get ahead of the competition. In this episode, Kristen sits down with Katelyn Bourgoin, 4x founder and customer research expert, for a deep dive into customer research, buying triggers, and building brand loyalty from day 1.