Great research isn’t just about collecting answers. It’s about knowing which questions to ask and how to observe with all your senses to get to the truth of a situation.

Bob Morais, business anthropologist, ethnographer, and lecturer at Columbia University’s Business School, knows how to read between the lines of what people say and what they actually do, and in this conversation, Bob shares his techniques for consistently finding those aha moments that can help a brand soar.

Over the years, Bob has set up some fascinating research methodologies for a wide variety of emerging and established brands, including Sensodyne, Freshpet, WD-40, and Simply Orange, just to name a few.

And in every case, Bob has helped those brands uncover what their customers really need, not just what they say they want.

Together, we dig into the key differences between a flat-footed finding and an actual insight, and we talk about the importance of “presentation theater.”

Bob also shares his perspective on AI as a research assistant, and why he believes the human element in ethnography is still irreplaceable.

Some of my favorite aha moments from our conversation include:

• Bob’s aha moment that led to a multimillion-dollar product innovation for WD-40
• An unexpected, eye-opening experience during a research project at the Plaza Hotel that helped crystallize the idea of luxury
• The power of research techniques like laddering and guided retrospection
• How to sell ethnography projects to clients who want everything “buttoned up”
• The unexpected ways that playing lead guitar in different rock bands prepared Bob for life in strategy and research

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Campaigns & Brand Videos:

Fresh Pet: It’s not dog food. It’s food food.

WD-40 Smart Straw