The world is very different than it was 18 months ago. That means that our clients are thinking, feeling, and making decisions differently too. So what has changed?

To get the scoop, I welcome back Susan Baier, CEO of Audience Audit Inc., to talk about how we can better understand our clients through research into why they do things, rather than what they do or which demographic groups they belong to.

We discuss:

• The importance of knowing the why behind what clients do
• Gaining insight from research, whether or not your assumptions are correct
• 3 things agencies should consider around research

To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

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