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 works.

These new techniques are invaluable in helping our clients truly understand the factors that maks 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 is for this reason that not all research techniques can be considered equal. The issue facing market research is that conventional methods assume that customers make decisions about products using their System 2 brain and direct their communications to this area. This is the reason that the attitudes expressed during focus groups do not always match the resulting behaviour.

Customers cannot articulate the drivers underlying their behaviour because they are unable to tap into their subconscious processing. In fact, is it often a change in behaviour that will lead to a change in attitude, not the other way around.

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.