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  • Hunter Thurman

The pitfalls of shiny new research techniques

"We understand that most of the machinations that drive people's behavior and experience – the WHYs as to what they're doing and how they're doing it – are mostly outside of their reach in terms of conscious experience."

Here's a short clip from a recent LinkedIn LIVE with my colleague, Sigi Hale, PhD, our Principal Neuroscientist and Director of Research, where he explains how market research – as an industry – needs to focus on the the methods that stem from the scholarly knowledge of academia.