About the author: Devora Rogers is Chief Strategy Officer for Alter Agents (www.alteragents.com), a full-service, strategic market research consultancy. Consumer and shopper insights and strategy have been her passion for more than a decade. Devora has led research teams, developed the methodology deployed for Google's groundbreaking ZMOT research, and worked with dozens of global brands. Devora's research philosophy is centered around understanding what drives decision making for shoppers and consumers and then helping brands develop a strategy to activate. Devora is a regular public speaker at industry events and her TedX on the Future of Shopping and Retail has been viewed over 225,000 times. She lives in Los Angeles with her husband, daughter and ornery cat.