Click here to access the slides Click here to access the slides In today’s disrupted world, researchers must re-think their solutions – especially in terms of how they can get closer to consumers to gather more accurate information and to deliver deeper insights. The good news is that there are many opportunities to develop more consumer-centric research that shows us what consumers are doing (behavior-based) instead of relying on them to tell us about it (recall-based). We will present 3 research approaches that are more show and less tell: • Metaphor elicitation that captures motivations in a more intuitive, System 1 way • New technologies that capture consumers in real-life and real-time • Video capture to reveal behaviors and emotions Presentation by Douwe Rademaker