Aaron Young

Aaron Young is the founder of Switch Insights, an Atlanta-based consultancy that uncovers the hidden stories behind customer decisions. Through structured "switch interviews," he examines the exact moments when customers decide to change products or services, revealing critical insights that traditional market research often overlooks.

Building on over 10 years of qualitative research experience, including best practice research in Washington D.C., Aaron helps companies understand the crucial "why" behind customer changes, not just the "what." His methodology addresses two fundamental business challenges: first, helping organizations develop a deep understanding of customer demand for new products, and second, identifying root causes when companies face difficulties with customer acquisition or retention.

Aaron's work goes beyond conventional marketing- or demographic-based personas. Using the Jobs to Be Done framework and other qualitative research methods, he identifies the specific progress customers are trying to make in their lives. This deeper understanding enables companies to move past surface-level assumptions and align their offerings with genuine customer needs, ultimately leading to more effective product development and marketing strategies.