A challenge that we’ve all faced when trying to understand customer behavior is that the data just isn’t quite there yet and it’s also a challenge to make it viable for commercial use. But - since you’re listening to this podcast - you are probably very much aware that insights into purchasing behaviour is key to your success. This is where Jon Puleston comes in. He is the Vice President of Innovation at the data insights and consulting company, Kantar and he is a multi-award winning market researcher known worldwide for his thought leadership and new perspectives on the way in which we conduct user and product research. My co-host Bart van der Meer and I spoke with Jon at the beginning of February at a conference and we spoke about his recent paper on developing a more robust measurement tool that can provide a clear picture of human decision making at scale, as well as the techniques he learned along the way that can be applied in the wider world of research. So this is the audio recording of that live session, if you want you can also view the live video recording of my talk with John when you head over to cro.cafe/youtube.