A quest for answers: the campaign against Why
Stephen Phillips and Sarah HamburgerSpring Research Ltd., United Kingdom
Marketers always want to know 'why?', as it is crucial to helping understand what is behind consumer behaviour – from seeing why consumers choose brand A, switch from A to B, believe certain things about brands and act in particular ways in particular circumstances.
So of course we, as researchers, have spent much of the past 60 years asking consumers 'why?'. But we are also good scientists and psychologists; we know that people don't know 'why', in fact modern...