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The myth of marketing: How research reaches for the heart but only connects with the head

from Co.Create

Marketers are supposed to be the experts on connecting emotionally with customers. But ironically, their current market research practices make it almost impossible to do so. Despite lip service paid to emotions, businesses routinely make multimillion-dollar marketing decisions on the false premise that respondents in survey research can consciously explain the unconscious origins of their actions. more


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