Consumer Psychology

RealityCheck-Storry_telling_A_Window_into_consumer_Decesions_beliefP_and_Behaviors

June22020

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

JWHITEConsumer Psychology, Consumer Research, Human Insights, Narrative Identity, Storytelling0

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.

January102017

A Journey Towards the Human Conscience: Finding Unique Human Insights

Andrea LimaConsumer Psychology, Consumer Research, Human Insightsconsumer insights, human nature, marketing research0

“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 […]

December202016

Consumidores: Todos somos Mas, quem somos?

Andrea LimaConsumer Psychology, Human Insights0

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 […]

November152016

Marketing Research Methods: Shhhh! Just Listen…

Saul HopperConsumer Psychology, Consumer Research, Human InsightsAttunement, consumer psychology, human insights, human nature, marketing research0

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 […]

February252016