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...
Irrational Blog
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...
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...
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...
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 Pros and Cons of Industry Trend Reports
Are you interested in sustainability? Cryptocurrency? Whether consumers trust you to collect data...
Wouldn't You Like to Know: How Your Customer Talks about Your Brand When You're Not in the Room
Do you have that one acquaintance who is always nice to your face – but then badmouths you behind...