Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies. This requires an understanding of how the mind works, how humans process information and make decisions. Many misconceptions in this area still exist, which lead to less than ideal approaches (and ultimately to failed products). This presentation will first focus on the latest understanding of how the mind works and then draw implications for research. Three different approaches to unmasking the inner human are presented, including case studies of their application.