Antony Ede shares how organisations can use the vast amounts of data at their fingertips to truly understand behaviour and unlock opportunities for growth.

New knowledge out of the behavioural sciences shows that individuals act in a certain and then post-rationalise those behaviours with attitudes. What people say they do, and what people actually do are often two very different things, meaning we can no longer rely on traditional research methods.

Written by Antony Ede, Partner, TRA