“People are endlessly fascinating creatures, behaving in all sorts of curious ways. But it is only by uncovering why we do what we do, that we can really understand ourselves.”
My focus is on understanding the human motivations behind people’s behaviour. Having spent over twenty years in consumer research, I’ve seen access to behavioural data grow beyond our wildest dreams. But we can only unlock the power of this data, when we take time to understand why people behave as they do.
To do this, we need to get out into the real world. To immerse ourselves in our customers lives, to really observe and listen. I believe this combination of ‘what’ and ‘why’ is the best way to reach insight that helps drive business growth.