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Why “narrative analysis” is the key to understanding consumer behavior

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Big data helps us decipher the “what” of consumer behavior: the prevalence and frequency of certain activities. But how do we understand the “why” behind this data? That’s where the discipline of media psychology comes in.

According to expert Pamela Rutledge, humans are motivated by the same needs and desires as our primitive ancestors. By applying familiar human narratives to new sources of data, we can begin to see a clearer vision of what the data means and discover how businesses can take advantage of it. Read her full analysis in the article from The Actuary.

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