Cognitive demographics is about how people self-perceive in the value hierarchy. And then also how they perceive their role. Besides traditional demographics it more important than ever t understand cognitive demographics at this time. It is also equally important to learn about the context of why people like or dislike a product or advertisement idea.

Today’s guest, Susan Fader, is a qualitative researcher and business transformation analyst. She talks about storytelling as tool for qualitative research. She also talks about cognitive demographics and why is it so important to better understand the consumer.

About Susan Fader

Susan is a qualitative researcher and business transformation analyst.
She helps companies to rethink their biases, to transcend their data and really access their emotional intelligence.
She's not only contributing to a host of industry publications, and she's a hugely sought-after speaker at conferences but she's now expanded her work to include business consulting in a unique way.

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