A Solid Structure Starts with Strong Pillars…

Consumer insight requires the same.

When it comes to building YOUR STORY, you need a strong foundation. Understanding the conscious and non-conscious drivers is critical for delivering delight and repeat purchase.

  • In today’s world, you need to know your consumer. Regardless of age, race, ethnicity, spirituality, gender, or sexuality realizing that the needs, wants, desires, expectations, etc. vary greatly is critical for making a connection, not just a sale.

    Today’s consumers expect and demand products, brands and services be created for them and not for the masses. 

    They have an overarching feeling that through the rapid development of technology and evolution of science that the world is customizable and made for them.

    This pillar focuses not only on the changing demographic landscape that is shaping the current world, but goes a step deeper to bring to life the expectation and requirements these groups have.

  • Consumers today have many choices on where they can spend their money - on-line, mobile, retail, boutique, superstore. They can choose to pay in money, plastic and even bitcoin. Despite these many different options, most consumers tend to be creatures of habit.  When given the choice we tend to take the most convenient and rewarding option available to us at the time.

    In today’s digital and mobile world, we leave crumbs of our behaviors, and it is through analysis that we can start to find patterns.  With the help of many data providers and the internet we can better understand the channels in which consumers shop for different occasions and with whom.  How often, how much and what their experience was like are all traceable data points that can help us understand the options the consumers have and the patterns that emerge.

  • Emotions are a driving force in many of the decisions we make on a daily basis as humans. While it is very difficult to truly predict how consumers will act when faced with a decision, we can use many different research methods to better understand how certain stimuli impact decisions.  

    • How does aroma impact or bring back certain feelings? 

    • How does this differ base upon ethnicity and gender? 

    • What role does color play in the consumer emotions?

    By understanding these reactions, we can get closer to better predicting how consumers will behave when presented with these different stimuli.  Going further, how do we use the voice of the consumer that we can capture from social media to better understand their strong or weak emotional attachments with different factors in their lives.

  • Who we choose to be and how we choose to live our lives is a driving force when consumers are making decisions. Choosing a brand that fits a consumer’s lifestyle is more important today than ever before.

    As digital natives, younger consumers (GenZ/Millennials) look to their peer groups and influencers are more likely to choose a product that aligns with their lifestyle, political, social views and personality than ever before as they look to their peers for assurance of their choice.