Irrational Blog

Irrational Agency

May 12, 2022
4 min

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...

Irrational Agency

Apr 28, 2022
3 min

The Big Qual Revolution: How to Get the Richness of Qual at the Scale of Quant

Narrative Research Consumer Insights

The classic dilemma that accompanies almost every brief: qual or quant? Is it more important to get the exploratory, open-ended,...

Irrational Agency

Apr 14, 2022
5 min

Why Consumer Psychology and Narrative Research Beats Focus Groups and Surveys Every Time

Behavioral Science Narrative Research Consumer Psychology

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...

Irrational Agency

Mar 24, 2022
3 min

System 3 Flexibility: How Consumer Narratives Address Multiple Business Challenges

Narrative Research System 3 Storyhearing Consumer Insights

If you’re a consumer insights researcher working at a major brand, here are some questions you might ask yourself:

Irrational Agency

Dec 2, 2021
4 min

5 Ways Your Competitors are Nudging Your Customers with Applied Behavioral Science

Narrative Research System 3 Consumer Insights

While we often ask consumers to rate their level of interest in a new product, service, or brand, there are massive gaps between...

Leigh Caldwell

Oct 21, 2021
5 min

Tapping into Narrative Research and Storyhearing

Narrative Research Storyhearing

When it comes to understanding consumer behavior, researchers have tapped into a variety of different methods over the years. One...

Irrational Agency

Oct 7, 2021
5 min

4 Emerging Consumer Narratives Around Sustainability

Narrative Research Storyhearing

The concept of sustainability for consumers has been on a steady cultural incline since the 1980s, but it has often been shrouded...

Narrative Research

How the Hidden Consumer Narrative Explains the Say/Do Gap

The Big Qual Revolution: How to Get the Richness of Qual at the Scale of Quant

Why Consumer Psychology and Narrative Research Beats Focus Groups and Surveys Every Time

System 3 Flexibility: How Consumer Narratives Address Multiple Business Challenges

5 Ways Your Competitors are Nudging Your Customers with Applied Behavioral Science

Tapping into Narrative Research and Storyhearing

4 Emerging Consumer Narratives Around Sustainability

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