Aug 9, 2022
In Clear Focus: In this encore episode, qualitative researcher Jon Cohen explains why we can't trust what people say - and how their answers can lead us astray. Jon shares lessons learned from a career in consumer insights and discusses key ideas and frameworks in his book, Asking for Trouble. Jon demonstrates how researchers can ask better questions and listen harder to get closer to consumer truths - leveraging insights to develop more imaginative creative ideas and compelling communications.