Find what customers do, not what they think

This article challenges the growing dominance of Big Data in describing and predicting customer behaviour, when creative approaches to research can help uncover why consumers behave like they do.

Find what customers do, not what they think

Vanella JacksonHall & Partners

When there is an undue focus on data, more than ever, researchers need to understand the human instinct by asking searching questions to find out why consumers do what they do.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

The world has become obsessed with data. Digital technology now records our every move. What people are doing at any time or place is becoming more and...

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