Consumer Psychology |

RealityCheck-Storry_telling_A_Window_into_consumer_Decesions_beliefP_and_Behaviors

June 2 2020

Qualitative Research: Storytelling as a Window into Consumer Decisions, Beliefs and Behaviors

JWHITE Consumer Psychology, Consumer Research, Human Insights, Narrative Identity, Storytelling 0

It’s been well-established that much of human decision making is quick, nonconscious and driven by emotion.

Influential books like Malcolm Gladwell’s “Blink” and Daniel Kahneman’s “Thinking Fast and Slow” have popularized this understanding of how humans think.

For consumer insights folks, researching this process is challenging. Some methods attempt to tap what Kahneman calls the “System 1 mode of thinking,” but it is questionable whether these methods actually measure nonconscious processes. And what’s more, these methods fall short of providing the kind of rich, human insights that inspire brand teams.

January 10 2017

A Journey Towards the Human Conscience: Finding Unique Human Insights

Andrea Lima Consumer Psychology, Consumer Research, Human Insights consumer insights, human nature, marketing research 0

“Learning about the human being behind his or her consumer urges must be based upon respect for his or her individuality, cultural aspects, lifestyles, beliefs and passions.” This quote is from an article that I wrote 14 years ago when I left my career as a psychoanalist and started my journey into marketing research. At […]

December 20 2016

Consumidores: Todos somos Mas, quem somos?

Andrea Lima Consumer Psychology, Human Insights 0

Ser humano é ser múltiplo, muitas vezes volátil e, continuamente, em aperfeiçoamento. Ser humano é ser social, é ser político, é ser religioso, é ser ateu, é ser produtor, criador, é ser cidadão, é ser consumidor… Ser humano é uma condição e não um estado. Há séculos o ser humano vem sendo estudado em toda […]

November 15 2016

Marketing Research Methods: Shhhh! Just Listen…

Saul Hopper Consumer Psychology, Consumer Research, Human Insights Attunement, consumer psychology, human insights, human nature, marketing research 0

As a practicing clinical psychologist/psychoanalyst in the world of marketing research, I’ve come to realize that I listen differently from most consumer insights researchers. As a therapist, I listen on several levels at once and monitor my own thoughts, feelings, and memories. I observe body language, both that of the speaker and my own. I […]

February 25 2016

Consumer Psychology: Conscious and Unconscious Competing Desires

Saul Hopper Consumer Psychology, Human Insights, Uncategorized consumer insights, consumer psychology, human nature 0

Sure, sure. I know Freud is dead. American psychoanalysis had its 100th birthday last year and Sigmund Freud died back in 1938. The trend in contemporary psychology has been away from anything that has its roots in psychoanalysis. Hardly anyone mentions anymore the three classic parts of the mind posited by Freud: Id, Ego, and […]