Behaviour and intuition

It used to be thought that market research was a way of asking people why they do what they do and what might make them do something else

Science is now confirming that humans; Don’t know what they think, Don’t say what they mean, Don’t do what they say.

Wherever possible we try to anchor all our questioning in actual behaviour rather than attitudes

Even better, we work very hard to engage people’s emotions. Keeping research interesting and participants positively engaged is something we put a lot of effort into both in face to face sessions and online

As part of this we make extensive use of projective and intuitive measures that get at the real truth without people post rationalising