New ways to understand consumers: Insights from the MRS Creativity Lab
Lena RolandWarc
Market research is not always a discipline associated with the innovative and inspirational. But as shown by various speakers at the Creativity Lab – an event organised by the Market Research Society (MRS) and held in London in January 2014 – unusual approaches influenced by science and psychology can provide truly unique insights into the target audience.
Embracing the unknown
Beau Lotto, director of Lottolab – described as the "world's first perception research space" – opened proceedings with a challenging question: "Is what we see with...