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 […]