Research in a world without questions

This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.

Research in a world without questions

Tom Ewing and Bob PankauskasRobin Brown and Joseph ChenBrainJuicer, UK and Allstate Insurance, USA

Introduction

Is it possible to do market research without asking direct questions?

The idea may seem like a parlour game – the research equivalent of peeling a satsuma in one go – but there are excellent reasons to take it seriously. This paper will argue that "research without questions" is not only possible, it's often essential – it's the best way to get at what people actually do, not just what they say they do.

This...

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