In Clear Focus: Asking for Trouble

In Clear Focus: Qualitative researcher Jon Cohen joins us to explain why we can't trust what people say - and how their answers can lead us astray. Jon shares invaluable lessons learned from his career in consumer insights and discusses key ideas and frameworks in his book, Asking for Trouble. Jon demonstrates how researchers can ask better questions and listen harder to get closer to consumer truths - leveraging insights to develop more imaginative creative ideas and compelling communications.