A Human Insights Approach to Concept Testing: What They Say Can Be What They Really Mean

It is a widely-accepted belief in qualitative market research that you can’t trust what people tell you.  Insights into nonconscious motivations, System 1 and System 2 processing and the role of emotion in decision-making have caused most in the consumer insights business to question self-reported explanations of consumer behavior and decision-making. Nowhere is this more […]

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