Brands are always on the lookout for how to align with consumers’ needs and desires. Traditionally we’ve done this by asking them clever questions using traditional market research techniques. However, we’ve know this is a flawed approach because consumers don’t accurately reflect on how they think and act.

A better answer is out there and with AI, it’s increasingly easy to get hold of. A better way to research how consumers think, fell and ultimately behave is to research how they research.