K-Shaped Categories:
Find and Activate Top Quartile Spenders

In category after category, a small group of consumers drives the majority of revenue — often 60–80% of total spend.

These “top quartile buyers” behave differently, think differently, and ultimately determine which brands accelerate and which ones fall behind.

In this fast-paced 25-minute session, we’ll share what Langston has uncovered from millions of survey responses and hundreds of category studies:

• The dominant pattern behind outsized spend in every major consumer category

• The five personality traits that consistently predict top-quartile buyers

• How income and “category wildcards” amplify spend

• Why most brands unintentionally build for the wrong audience

• How to identify, understand, and activate the high-value consumers who actually drive growth

You’ll also learn how quant + qual + CRM integration reveals who your top spenders really are, and how to design products, messaging, and brand experiences that convert them into long-term loyalists.

If you want to grow faster and more profitably, you must win with the consumers who shape your category. Tune in on January 28 and learn how during our live webinar.