“Consumers can’t tell us what they don’t know about themselves.” A powerful moment at TMRE2024 watching The Coca-Cola Company and Alpha-Diver break down the real challenge of consumer insights. The truth is, traditional research only gets us so far – the most valuable insights often lie in what’s unsaid. Clodagh Forde from The Coca-Cola Company and Hunter Thurman from Alpha-Diver showed how they’re going beyond surface-level consumer feedback to uncover those hidden motivations that drive real decisions. Behavioral science and psychology reshape how we understand consumer decisions. This is what next-level insights work looks like.
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