We Do Not Understand People
We were honoured to receive the Peter Cooper Award for Qualitative Excellence 2026 at the Closing Ceremony for this session, presented by Jaime Solorzano.
If you're interested in learning more about how traditional research can distort our understanding of financial anxiety, we'll be hosting a virtual encore of this award-winning presentation! Register below.
Gen Alpha Outsmarts Research
Gen Alpha, raised inside algorithmic systems, actively manages how they present themselves in research, meaning traditional interviews often capture performance rather than genuine behaviour. Our study in Spain and Mexico compares standard interviews with Behavioral Reality Capture.
The takeaway: researchers must design for metaawareness and observe real actions to improve the accuracy and predictive power of youth insights.