Gut feel instead of all-in-the-mind
Behaviour is not rational. “The heart has reasons which reason knows nothing of”, as Blaise Pascal already knew in the 17th century. Basic motives ontrol perception and decision-making as if on autopilot.
Attitudes and emotions determine the product’s heart desire – without us even noticing. We can reveal where the pulse rate is elevated.
Expect the unexpected
We often think we know the answer to something in advance. But on closer inspection surprising and unexpected things are revealed. Looking deep beneath the surface of rationality opens up new perspectives and improves awareness of what the core issue is.
Unrequited urge for research
Not every fact about human decision-making and purchase behaviour is crystal clear; not all human habits are directly accessible. This challenges our enquiring minds to look in unfamiliar places as well and tread unusual paths in order to come across fresh answers.
Ask questions skilfully instead of making predictions
For almost every problem there is a solution. It is often amazingly simple, while sometimes a more complex approach is required to reach your goal. With the appropriate survey methods and the right questions we achieve the depth required to understand a research subject precisely.
If you can’t see the result for all the figures and can’t spot a trend because of all the viewpoints, there is a need to sepa- rate the wheat from the chaff in the data recorded. We attach great importance to doing implementation-focused and concise analysis, which filters out the basic thrust among a variety of opinions without individual voices being suppressed.