Only methods designed to bypass
rational thought, and thus minimize the
effect of cognitive biases and
distortions, are able to provide credible
insight into the ‘why’s’* of consumer
thinking and behaviour.
Traditional market research is very good at identifying the ‘what’s’ of consumer behavior (What are
people buying? What are they willing to pay?), but far less effective at figuring out the ‘why’s’ (Why
does this product remind me of home? Why does the scent of my deodorant make me feel more
athletic?).
It turns out we are not very good at answering these same ‘why’s’ for ourselves, and cognitive
psychology has found that we are often completely unaware of why we think or behave the way we
do. Focus groups, trends analysis, and opinion polls all rely on rational thought and reflection, and
thereby fail to access unconscious emotional elements that drive consumer decision making.
Depending on the specific needs of our
clients, we utilize a range of tools*, all
chosen for their effectiveness in getting
at the deeper, less tangible influences on
thinking and behaviour.
mars*
Metaphor Acquisition Research Services:
A combination of creative expression and in-depth interviewing designed
to identify underlying metaphors by which a consumer understands,
interprets and relates to a brand, service or product.
idea*
In-Depth Emotional Assessment:
A multi-sensory visualization process that provides insight
into emotional drivers and unconscious associations related
to a product, brand, service or experience.
response latency*
An objective measurement tool used to assess the strength
of associations by measuring a subject’s response times.
ethnography*
Behavioural observation that allows for collection and interpretation
of ‘real-life’ consumer activity. Ethnographic research is based on
the assumption that a subject is best understood when observed
in the context of their own environment.
Every step of the process* is overseen by
one of Sigmund’s consultants, each one
of them a doctoral-level psychologist.
This includes the front-end meetings with our clients, the design of a customized research protocol,
the implementation and interpretation of the research, and an in-depth presentation and discussion
of the findings. And of course, we are always available to address any follow-up questions or
additional information our clients may need.