How market research reveals what you really think

The founder of Colourtext, a data analysis and consumer insights specialist, is based in a village in the Lake District.

These connections defy accepted market research segmentation, and only number-crunching in the cloud can spot them.

When we are asked to rate a film our natural instinct is to mark down a lightweight movie although we’ve really enjoyed it and lie about how we liked one with intellectual content.

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