Thinking, Fast and Slow, Daniel Kahneman's book on cognitive biases introduced the theory that the unconscious mind is a major driver for decision making. In this podcast Rick Kelly sits down with CEO of Protobrand, Anders Bengtsson, on how accessing System 1 insights--the unconscious part of the brain--should be an essential practice to market research. 

Anders has developed a tool that helps brands understand the nuances of how people and think and feel about a brand--beyond just traditional brand trackers.