Abstract:

Everyone wants to know why consumers choose brand A, switch from A to B, believe X and behave in certain ways. Yet most of the time, consumers don't know why This presentation looks at alternatives to why and more broadly, the best questioning methods and techniques to get to the truth about people's attitudes, beliefs and behaviours. In this quest, other professions are queried about the techniques they use; from forensic psychologists to art therapists and police interviewers.