The power is in the mix

The Power is in the Mix

Human behavior is a complex interplay between actions, cognition and emotions. To this day, researchers are debating how affect and cognition are intertwined and drive human behavior. Yet, the fact that we think & feel and do & make, is what makes us human. Understanding human behavior is thus challenging and requires mixing multiple approaches to get to a full 360° picture. But too often, marketing research tends to think in paradoxes, where it is still an OR (e.g. single method focus) rather than an AND story. As experts in consumer-brand collaboration, we believe in building synergies through hybrid thinking.

In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.

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