The “consumers don’t do what they say” dilemma, and why Decision Science is the answer
What consumers say don't always line up with what they do. Some believe the answer is to make a choice: trust their words or trust their...
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Deep dark secrets, consumer insights, and why you can't de-prioritize consumer research
Consumer research is often de-prioritized or put off because it's not considered as valuable as big data, not able to uncover...
Lifting weights and looking for copycats: when it's not useful to profile your customers
Sometimes businesses profile existing customers, and then target consumers in the market that possess similar profiles. But this sort of...
"Why is he so stubborn?!": How understanding preference stability can benefit your business
We care about what consumers want, so we ask their preferences. But if you don't explore the stability of those preferences, you could be...
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