Consumer Insights
The Illogical Consumer: What Is Really Going On?
It’s a marketer’s headache: what your consumers do and what they say aren’t adding up. Or, you’ve got a group of consumers whose buying habits don’t make rational sense, given everything else you know about them. They spend more on premium products than their income would predict. Maybe they’re loyal to a brand with no tangible point of difference – and reject yours even though it’s got a stronger price-to-value ratio.
What’s a marketer to do? Chalk it up to ‘outliers’? Ignore them?
What we do
By exploring the domain of emotions and values, we can make sense of apparent anomalies such of these. The best way to predict what people will do is to know what they feel – not what they profess. Our rigorous qualitative and quantitative research unearths the emotional reality of consumers – the ‘gold dust’ that will mobilise your consumer to respond.
What makes our approach different?
Clients tell us that it is our analytical framework and the skill of our researchers that make the biggest difference.
Powerful outcomes
We present our findings in a focussed and powerful way to help marketers build specific and concrete solutions that:
- Identify the most movable target audience
- Flesh out the emotional benefits underlying brand attachment and loyalty
- Write positioning concepts for brands
- Create advertising with strong emotional resonance and high impact
- Distinguish the brand personality
- Determine what drives shopper behavior
- Identify new products and services.
Recent client questions include:
- What are the new product opportunities within the “emotional chocolate” category?
- What makes a superbrand? Why and how do consumers connect to the product and brand values of a superbrand?
- What is the brand character and how has it changed following a major acquisition?
View our case studies on Consumer and Social Advocacy