Here’s a conversation I had with a marketing director last week:
Her: “I don’t understand why our TikTok campaigns aren’t working with Gen Z.”
Me: “Do you use TikTok?”
Her: “No, I have my team handle that.”
Me: “What phone do you use?”
Her: “iPhone 15, obviously.”
Me: “What else?”
Her: “…what else what?”
And there’s the problem.
The Empathy Gap in Marketing
If you’re in marketing, social media, or any field where understanding people is your job, here’s an uncomfortable truth: you can’t understand users you have nothing in common with.
I’m not talking about demographics or psychographics from your research reports. I’m talking about the visceral, hands-on understanding that comes from actually using the things your audience cares about.
My Recent “Research” Purchases
Fujifilm X100VI: Everyone in the creative space is obsessing over this camera. Film simulation modes, that distinctive look, the Instagram aesthetic it creates. Six months ago, I thought it was just hipster nonsense. After using it for three months? I completely get why creatives are willing to pay premium prices for tools that make their work feel more authentic.
Nintendo Switch 2: Gaming isn’t just for kids anymore (spoiler alert: it never was). Understanding gaming culture means understanding a massive chunk of your potential audience—their communication patterns, their values, their spending habits, their community dynamics.
But here’s the thing: I didn’t buy these to be trendy. I bought them to be better at my job.
The iPhone Trap
Don’t get me wrong—iPhones are great. But if your entire tech experience revolves around Apple’s ecosystem, you’re missing huge chunks of how people actually interact with technology.
Android users think differently. They customize, they hack, they make their devices work for them rather than adapting to the device. Understanding this mindset changes how you approach user experience design.
Gaming communities operate differently. They value skill, dedication, and authentic participation over polished marketing messages. Try selling to gamers with traditional advertising and watch your budget disappear.
Creative tool enthusiasts prioritize differently. They’ll spend $1,500 on a camera that technically performs worse than their phone because it makes them feel more creative. That’s not rational—it’s emotional. And emotions drive purchases.
The Colleague Connection Factor
Here’s what nobody talks about: your best collaborators are often early adopters.
The designer who understands why everyone’s obsessing over that new camera? They speak your creative team’s language. The developer who gets gaming culture? They can spot opportunities in emerging platforms before your competitors do.
When I mention my X100VI in creative meetings, suddenly I’m not just “the marketing guy”—I’m someone who understands their world. When I reference gaming trends, developers and younger team members engage differently.
This isn’t about pretending to be cool. It’s about building bridges.
The Research Disguised as Fun
Every “toy” I buy teaches me something about user behavior:
The X100VI taught me: People pay premium prices for products that make them feel more creative, even when cheaper alternatives exist. The community around a product often matters more than the product itself.
The Switch taught me: Gaming isn’t escapism anymore—it’s social connection. The most successful games create habitual, community-driven experiences. Social features aren’t add-ons; they’re core to the experience.
My old film camera taught me: Sometimes people want friction in their experience. Not everything needs to be optimized for efficiency. Sometimes the process is the point.
The Professional Payoff
This “research” has directly improved my work:
- Better campaign concepts because I understand emerging aesthetics
- Stronger collaboration with creative teams who see me as someone who “gets it”
- Earlier trend identification (I spotted the film photography revival 18 months before my agency peers)
- More authentic social content because I understand platform cultures from the inside
But What About Budget/Time/Priorities?
I hear you. Not everyone can afford to buy every trending gadget. But here’s what you can do:
Borrow or try before you buy. Ask colleagues, friends, or even rent equipment for a weekend.
Focus strategically. What trends are most relevant to your audience? If you’re targeting creatives, understand creative tools. If you’re targeting gamers, understand gaming culture.
Think ROI. That $1,500 camera isn’t just a purchase—it’s market research, team building, and professional development rolled into one.
Start small. Download apps your audience uses. Try platforms you normally ignore. Subscribe to newsletters in adjacent industries.
The Authenticity Test
Here’s my litmus test: Can you have a genuine conversation about the tools and trends your audience cares about?
Not a surface-level “I’ve heard of that” conversation. A real discussion about why something matters, what problems it solves, and how it fits into people’s lives.
If you can’t pass that test, you’re probably missing opportunities.
The 2025 Reality
The gap between marketers and their audiences is growing. Technology is fragmenting faster than ever. Generational differences in platform usage are accelerating.
The marketers who thrive will be the ones who stay genuinely curious about how people actually live, work, and play—not just how they respond to surveys.
Your Action Plan
- Audit your tech stack. What are you NOT using that your audience loves?
- Pick one trend to dive deep on. Don’t go broad—go specific.
- Budget for “research.” Make experimentation a line item, not an afterthought.
- Document your learnings. Turn your experiences into insights your team can use.
What trendy tech have you reluctantly adopted that ended up changing how you work? What’s on your “I should probably understand this” list for 2025? Let’s discuss—and yes, I promise to resist making jokes about your AirPods Max. 😉
