Uncovering Motivations, Not Rationalizations

Clients come to us with their toughest business challenges, wanting to move beyond "best practices" to create a breakout brand strategy. They are prepared to embrace new methods and ways of thinking in order to make an impact in the market.

We leverage knowledge from the Behavioral Sciences to understand the true motivations behind consumers’ choices, and help clients position their brands to best meet consumer needs.

We draw from our suite of Insight to Strategy to Execution approaches and tailor our offering to each client’s specific challenges.

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Consumer

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Pharmaceutical

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Finance

The consumer marketing and business challenges we help to answer:

  • Identifying opportunities to attract new users to your brand
  • Disrupting habitual consumer behavior in favour of your brand
  • Benchmarking your brand’s performance relative to competitors
  • Identifying key brand/product attributes for communications
  • Testing communications or new package design for optimizing ROI
  • Valid product innovation testing
  • Assessing the relevance and effectiveness of communications – advertising, websites, packaging, etc.

Why this matters to Consumer Marketers:

The key insight from behavioral sciences is that consumers don’t make rational choices– they rationalize choices that have already been made by subconscious emotional drivers. For marketers to successfully position their brands to meet consumers’ needs, they must have an accurate understanding of what those needs are. Carefully constructed market research can reveal consumers’ actual behaviour rather than what they say they would do or buy.

For your next market research initiative, think about applying these tools which are based on behavioural science principles:

  1. Task over ask
  2. Employing implicit over explicit measures
  3. Let respondents tell you what is important to them, not the other way around
  4. Reduce scrutiny on marketing materials to best mimic real world environment.
  5. Experiment and iterate your way to the solution

The results provide actionable and valid insights into the drivers of consumers’ behavior, allowing you to devise marketing strategies that are based on how decisions are actually made in the marketplace.

The healthcare marketing and business challenges we help to answer:

  • Identify opportunities to attract physicians and patients to your product
  • Disrupt habitual physician prescribing practices
  • Benchmark your product’s performance relative to competitors
  • Identify key attributes that make your product distinct
  • Assess the effectiveness of your healthcare marketing communications

Why this matters to Healthcare Marketers:

The key insight from behavioral sciences is that healthcare professionals and their patients don’t make rational choices – they rationalize choices that have already been made by subconscios emotional drivers. Although doctors are sworn to scientific excellence, and it is in your patients’ best interest to look after their health, rationality only plays a small role in their decision making. In order for you to successfully position your product to meet both healthcare professional and patient needs, you must have an accurate understanding of what those needs are. Carefully constructed market research reveals actual behavior rather than what doctors and patients ‘say’ they will do or prescribe.

Whatever your healthcare marketing challenge, we apply tools that are based on behavioral science principles to find the answer:

  1. Task over ask
  2. Employing implicit over explicit measures
  3. Let respondents tell us what is important to them, not the other way around
  4. Reduce scrutiny on healthcare marketing materials to best mimic real world environment.
  5. Experiment and iterate our way to the best solution

The results provide actionable and valid insights into the drivers of healthcare professional and patient behavior, allowing you to devise healthcare marketing strategies that are based on how decisions are actually being made.

The financial marketing and business challenges we help to answer:

  • Identifying opportunities to attract new users to your brand
  • Disrupting habitual customer behavior in favor of your brand
  • Benchmarking your brand’s performance relative to competitors
  • Identifying key brand/product attributes for communications
  • Testing communications or new package design for optimizing ROI
  • Valid financial product innovation testing
  • Assessing the relevance and effectiveness of financial communications

Why this method matters to Financial Marketers:

The key insight from behavioral sciences is that customers don’t make rational choices– they rationalize choices that have already been made by subconscios emotional drivers. For financial marketers to successfully position products to meet customer needs, they must have an accurate understanding of what those needs are. Carefully constructed market research can reveal customers’ actual behavior rather than what they say they would do or buy.

For your next market research initiative, think about applying these tools which are based on behavioral science principles:

  1. Task over ask
  2. Employing implicit over explicit measures
  3. Let customers tell you what is important to them, not the other way around
  4. Reduce scrutiny on financial marketing materials to best mimic real world environments
  5. Experiment and iterate your way to the solution

The results provide actionable and valid insights into the drivers of customer behavior, allowing you to devise financial marketing strategies that are based on how decisions are actually made in the marketplace.

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