How to Truly Understand the Customer at the Deepest Level – Interview with Gunny Scarfo


“Most mediocre insight you see in business comes not from bad researchers or faulty techniques.. the question itself was destined to lead to mediocrity”


Gunny Scarfo is the co-founder of Nonfiction Research, a market research firm that is dedicated to uncovering and understanding the uncensored lives of customers, and the information they wouldn’t even mention to their friends. Gunny has also held multiple Head of Strategy positions, including one at Carrot Creative, a social media agency acquired by Vice Media in 2014.


SME Strategy · How to

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