Answers at the Speed of Business: How Irrational Agency Delivers Rich Data for Ongoing Exploration

One of the recurring challenges in consumer insights research is guessing in advance which questions you will want to ask....  
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How the Hidden Consumer Narrative Explains the Say/Do Gap

One of the most famous phenomena in behavioral market research is the say/do gap. David Ogilvy, the advertising genius, is...  
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The Big Qual Revolution: How to Get the Richness of Qual at the Scale of Quant

The classic dilemma that accompanies almost every brief: qual or quant? Is it more important to get the exploratory, open-ended,...  
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Why Consumer Psychology and Narrative Research Beats Focus Groups and Surveys Every Time

If you’ve sat in on a Marketing 101 lecture in the last 30 years, you’ll no doubt have heard the tale of woe that was Coca-Cola’s...  
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System 3 Flexibility: How Consumer Narratives Address Multiple Business Challenges

If you’re a consumer insights researcher working at a major brand, here are some questions you might ask yourself:  
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How Irrational Agency's Proven Track Record Delivers Project Confidence

Most of us have encountered colleagues, bosses or stakeholders who resisted our new ideas. What is the biggest barrier that holds...  
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The Pros and Cons of Industry Trend Reports

Are you interested in sustainability? Cryptocurrency? Whether consumers trust you to collect data about them, and the AI...  
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