What really drives people’s decisions and how can we uncover the truth behind the data? In this episode, Anishka sits down with Natalia Tafur, founder of Keyhole Research & Consulting, to explore the art and science of understanding human behavior. From running focus groups to leveraging AI thoughtfully, Natalia shares how qualitative insights reveal the “why” behind consumer choices. Learn how to balance data with storytelling, avoid bias, and think like a true researcher in a world overflowing with information.