Market research is one of the most underused tools in the armory of a marketer.

But, finding out what the market wants is a whole skillset in itself - and often, it’s not just as easy as asking them outright.

Vaughan Flood has dedicated his career to helping companies find out what their market really want using quantitative research - even going to the extent of building his own tool, now used by some of the most forward thinking companies in the world.

In this talk, he’ll share how you can find out not just what people are telling you, but also what they’re not through smart market research.