The paper explores the extent to which researchers can uncover insight and meet client expectations without asking direct questions. It centres on observation, experimentation and behavioural change, and critically explores a number of methods, including mobile ethnography, social media monitoring, behavioural economics and mass observation. The paper first discusses the theoretical need for indirect research, then explores its role in understanding deep consumer context, before describing how

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... o observe consumer behaviour and create actionable hypotheses for behavioural change. The paper is not based on a single project, but includes brief case studies of work conducted in these and other fields.