Christophe Jouan, CEO of Future Foundation and keynote speaker at Warc's Ad Research Conference 2013, tells us all about the thinking behind his new book The Big Lie. Marketers, he argues, need to pay attention to consumers' self-created personae - which are often broadcast through social media - as well as their inner aspirations. You can find out more about Ad Research 2013 here: warc.com/Pages/Store/ProductInfo.aspx?ProductID=3363&utm_source=AdResearch13&utm_medium=Vimeo&utm_campaign=AdResearch13Videos

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