Numbers don’t lie and big numbers sometimes give the CXO more confidence in the data. But they only give you the what. At Fitzroy we have our own 4 strategists to address the why behind people’s choices.

Ultimately, getting closer to consumers means not only understanding why they make certain decisions now, but also improving the ability to design better campaigns that are responsive to those underlying motivations. And once marketers glean insights from their customers, they can plan their next moves with greater confidence.