Ian Murray – the research genius behind ‘Gut Instinct’, ‘The Empathy Delusion’ and ‘The Aspiration Window’, reveals some of the secrets to his research methods, including how to gamify products in order to get the best responses.Ian also demonstrates the perfect questioning techniques that help brands understand their customers and also discusses the incredible exercise – The Dictator Game, revealing all our hidden biases.

We finally get to play ‘Show & Tell’ and Ian reveals his all-time favourite music track and book.

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