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Been reading the Culture Code by Clotaire Rapaille. Clotaire combines techniques from psychology, cultural anthropology, and linguistics to drive to the very truth of people’s feelings behind different brands. And not just brands like Jeep, Lexus, or Nike, but also ideas about health, mothers, sex, and more.

Every chapter is full of thought-provoking examinations. At the heart of all of it is a basic (and well-intentioned) mistrust of what we say. After all, we all say that we like this or that on a survey, but when it comes to actually doing (or buying) we deviate from the neat little survey. If you’re doing any kind of survey-based research, you’d better stop and read this book, because the approach Clotaire elucidates will give you better insight into your products, services, and brands.

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