Marketers have been accused of living in a ‘bubble’ that disconnects them from the consumers they’re meant to understand. And consumers say advertising doesn’t resonate with them, highlighting a disconnect. Meanwhile, in-depth research projects are slow and expensive, and often reveal a gap between what people say, and what they do. Moving from attitudinal data to analysing online behavioural data can help close this say–do gap. But as marketers use more digital data and analysis, what is the role of in-person research? And as synthetic data becomes widely available, will analysing synthetic consumers bring marketers closer or further away from real ones? Join this session to understand the research approaches that can help build truly consumer-centric and effective marketing strategies. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —