ROA = Return On Attention
Where do you focus your attention? Where does your attention go to, stray to, and otherwise fix on?
I heard about ROA for the first time at the CBC and like it.
Female consumers are focused on a number of aspects. The 3 Universal Truths is one place to start. Another is simply to ask female beer buyers and consumers where their attention goes. Be sure to ask the Why too. Without the why, the where is way less meaningful.
What’s your ROA?