Rethinking market research to truly uncover 'what's under the hood'

Some wisdom from our own guru and principal neuroscientist Sigi Hale, Ph.D. on his observations as he moved from the world of academic research (i.e. model-based / WHY research) to the world of market research (traditionally, model-free / WHAT research) - and how the game of market research is being dramatically elevated.

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