Dig

Dig deeper into the hidden forces that drive our behaviour

In the last 10 years, we’ve seen an exponential rise in the number of new psychological techniques to understand what is really going on in the brain.

From interviews that are inspired by police-style questioning, to timing in milliseconds how quickly our brains respond to certain questions, to measuring brainwaves and oxygenated blood through medical scanners, we are beginning to piece together how the brain really works.

These new techniques are invaluable in helping our clients to truly understand the factors making customers and colleagues really tick.

Consumers don't think how they feel. They don't say what they think and they don't do what they say."
David Ogilvy

Research suggests that our System 1 brain could make between 90-95% of our decisions each day. 

It's for this reason that not all research techniques can be considered equal.

An issue facing market research - conventional methods assume that customers make decisions about products using their System 2 brain, and direct their communications to this area. This is why attitudes expressed during focus groups don't always match the resulting behaviour.

Customers cannot articulate the drivers underlying their behaviour because they're unable to tap into their subconscious processing. In fact, it's often a change in behaviour that leads to a change in attitude, not the other way round.

To gain a more holistic view from customer research, we need to talk to System 1.

System 1

We use techniques that delve into the subconscious to give us the deepest insights, that traditional qualitative research methods cannot reach.