This session will explore:

• Why we don’t trust consumers, and spend so much time worrying that they’re “lying” to us)
• What’s really going on when it looks like market research respondents are “lying” – and what to do with “useful lies”
• How researchers and strategists fall into traps of method and analysis that actually asks people to lie
• How to design better research methods/do better analysis/synthesis to get closer to the “truth”