In this thought-provoking episode, Itır Eraslan interviews Jason Fulton, an old friend and colleague and expert in consumer insights. They delve into the significance of qualitative research, emphasizing empathy, human-centric strategies, and storytelling in understanding consumer behavior. Fulton shares experiences from his agency, This Memento, discussing innovative approaches to marketing and insights, including the impact of AI on consumer research, and his agency's proven three-step "DIG" (Discover, Ideate, Go) approach to every project. Jason is the founder of This Memento Amsterdam, a people-centric insights and strategy agency. He has always been a disrupter with the need to make decisions with intuition, informed by people. Jason's chosen book, Wild Swans: Three Daughters of China by Jung Chang: https://www.amazon.com/Wild-Swans-Three-Daughters-China/dp/0743246985 Connect with Jason Fulton: Website: https://thismemento.com/ LinkedIn: https://www.linkedin.com/in/jason-sch%C3%BCtze-fulton/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/