What drives customer behavior and customer choices? It’s the existential question for business; you’ve got to know the answer. But it’s a mystery, hard to unlock. The solution to this answer lies in what market researchers call insights, based on the Austrian deductive method that we summarized in episode #164 with Per Bylund (https://Mises.org/E4B_164). In episode #165, we talk to Darshan Mehta, a lifelong professional in the field, an advisor to global and local brands, an originator of insights technology, and a deep thinker in the field. Show notes: https://mises.org/library/darshan-mehta-insights-are-game-changers-business Getting To Aha! Why Today’s Insights Are Tomorrow’s Facts by Darshan Mehta: https://Mises.org/E4B_165_Book https://iResearch.com Contextual In-Depth Interview Method: https://Mises.org/E4B_165_Contextual Episode 33 "Isabel Aneyba: Listening From the Heart and the Techniques of Empathy": https://Mises.org/E4E_33