Rory Sutherland: Human Behavior, Innovation, and Alchemy (EP.16)
Infinite Loops
00:00
The Trouble With Market Research Is That People Don't Say What They Feel
Rorie Sutherland is the author of alchemy, a book on creating magic in brands and life. She believes that people don't think what they feel or do what they say. This means we can't predict our own behaviour based on market research. Rori says there's no logical case to be made for new markets such as coffee shops where consumers are willing to pay so much less than other forms of consumption.
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