Beneath the surface: The hidden world of individual buying behaviour

This paper from TNS in South Africa looks at the disconnect between the respondent-level and aggregate-level behaviour of consumers in market research.

Beneath the surface: The hidden world of individual buying behaviour

Kyle Findlay,Constantin Michael and Jan HofmeyrTNS, South Africa

Introduction

"…many very little living animalcules, very prettily a-moving"-Anton van Leeuwenhoek, 16931)...