Heather McKinney

Group Director

Talk Shoppe

Heather McKinney is an insights leader with over 15 years of experience decoding consumer behavior. She serves as Group Director at Talk Shoppe, where she leads the Quantitative Research practice and brings analytical rigor together with strategic storytelling to help brands unlock meaningful growth. Previously, she led strategic research at WarnerMedia for TBS, TNT, and HBO Max. Known for her tenacity and curiosity, Heather excels at turning complex human behaviors into clear, actionable insights.

Sessions

Apr 29

12:20 PM - 12:40 PM EDT

Red Stage

Brand & Growth Strategy

Consumer Behavior

B2B Buyers Are Human Too: A New Take on Segmentation

Traditional B2B segmentation assumes buyers make rational, System-2 decisions. But real B2B buying is far more human. In this session, Talk Shoppe and Faire share how they reimagined B2B segmentation by focusing on buyers’ values, emotions, and mindsets. Drawing from a five-country study, attendees will learn how to balance rigor with human-centric insight to drive real business action.
Key Takeaways:
1. How to design B2B segmentation that captures buyers’ values, emotions, and real decision drivers
2. Best practices for conducting scalable, meaningful segmentation research across global markets
3. Deliverables that help segmentation resonate internally and drive alignment and action

Also speaking

Char-Lynn Griffiths

Staff Market Researcher, Faire

Speaker

Any questions for the IIEX team?

Drop us a line and we’ll get back to you.

Get in touch