How do we dig beyond what people tell us on the surface level?

Co-Founder of the Irrational Agency, Leigh Caldwell, poses this question in conversation with GreenBook's host, Lenny Murphy, as they discuss the evolution of behavioral science in the commercial MRX space. Leigh envisions a future of co-creation with the consumer — cultivating a positive experience that benefits both parties during the entire research process. To actualize this vision, Leigh suggests behavioral science must pave the way towards more innovative methodologies and the future of market research.

You can reach out to Leigh on LinkedIn.

Many thanks to Leigh for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.