March 5-6, 2019

Register Now Convince the Boss

Jonathan Cook

Lead Researcher, Inqui Research

Jonathan’s expertise is in qualitative methods in market research that break through the rational justifications for behavior to explore the deeper motivations that drive people to defy the expectations of mechanistic models. Instead of merely asking for opinions, he uses techniques of interviewing, observation and analysis that are designed to create an experience that reveals hidden barriers as well as areas of unexpected potential, leading people to articulate powerful ideas that they didn’t know they had.

Sessions from Jonathan Cook:

Memory Reconstruction Interviews: Revealing What People Can’t (or Won’t) Say in Conventional Interviews

In this presentation, you will see how an unusual interview technique developed for police investigations is producing exceptional results in market research. Using real-world examples, this presentation will demonstrate how the [...]


Wednesday | 9:15-9:45 | Room 3