Neal Cole

VOC programmes are highly likely to generate unreliable and misleading results, which contribute to an illusion of understanding customers.

Our reliance on IQ and educational qualifications as an indicator of competence can be a recipe for disaster.

Emotional engagement with brands is much less prevalent than many marketers assume.

If we want to understand human motivations in general, we may learn more from studying non-consumption activities, such as mountaineering.

Looking at the attitudes and misconceptions of client-side researchers about research, and why those attitudes exist.

Conventional marketing and market research thinking significantly underestimates the power of social influence.

What underlies the evolutionary success of the human race and allows social networks to function?

The nature of social learning has far reaching implications for organizations seeking to change mass behavior or spread new ideas.