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Rory Sutherland, OgilvyOne: Can human behaviour be quantified?

Rory SutherlandRory Sutherland, Executive Creative Director & Vice-Chairman of OgilvyOne London, says we’ve got too hung up on trying to quantify human behaviour. We need to revert to our basic instincts to understand how consumers make their choices. What’s wrong, he asks, with ‘subjectivism’?