Research can’t be trusted because people don't know what they want
Traditional research techniques rely on the deeply flawed process of asking consumers to self-analyse their behaviours – Our very own Adam Cleaver argues that we need to explore the subconscious.
Adam Cleaver
Founding Partner, Collective

Read the full article on WARC, leading research & insights platform for marketing strategists.

“In a world so led by the consumer and what they want (to the point where you can look at any brand website in the world and switch the logos and not notice the difference), how can we break the shackles and insert human customer experience into what we do if we can’t really trust what consumers tell us, and therefore don’t have a clue what they want?”