This course examines the science of understanding the consumer. The focus of this course will be on uncovering consumer insights and interpreting these through the lens of consumer behaviour principles. The term “consumer insight” refers to more than the simple observation and description of what consumers are doing, to moving towards explaining why consumers behave the way that they do. A meaningful consumer insight will drill deeper than surface observations of behavioural patterns into the realm of the underlying psychological processes such as consumer perceptions, emotions, motivations, and values.