<p>We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.</p>

We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.

Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations

The Consumer Behavior Lab is dedicated to teaching marketersacross the United States how behavioral science principles can beapplied to help their brands. By decoding the underlying motivationsof how consumers make decisions, the CBL seeks to make a betterindustry - where both brands and agencies put proven sciencebehind their decision making.

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Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations

Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations

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