We know what they think, but do we know what they do?

This article examines the way we go about building conceptual models to analyse quantitative market research data.
  

We know what they think, but do we know what they do?

Martin CallinghamBirkbeck College, University of London

and

Tim BakerTouchstone Partners Ltd

Introduction

Since time immemorial mankind has wished to predict the future, and today is no...