One of the biggest challenges for brands is that a consumer’s buying decision is largely out of your hands. When that person walks into your store or visits your website you have no control over what sort of day they’ve had, what their budget is or their sales maturity. Not to mention the lifetime of values and preferences they bring with them. You may never have control over these complicated factors, but you can understand them. Through active listening brands can understand how macro factors, trends and cultural moments which affect their core audience and leverage these to inform acquisition, retention, and growth.