Traditional market research has a systemic blind spot. For decades, brands have relied on what consumers say they do through focus groups, surveys, and post-purchase questionnaires. But human beings are notoriously unreliable narrators of their own subconscious behavior. Long before a customer clicks a digital …

Traditional market research has long relied on focus groups, feedback surveys, and self-reported questionnaires. While these methods have anchored brand strategy for decades, they suffer from a fundamental flaw: they rely entirely on what consumers say they do rather than what they actually do. Between …