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Consumer Psychology

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

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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. 

Consumidores: Todos somos Mas, quem somos?

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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 a sua […]

Understanding Consumer Behavior

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To be human is to be multifaceted. It is to be social, a politician, religious, an atheist, a producer, a creator, a citizen, and a consumer.To be human is a condition and not a state.For centuries, we humans have been studied in all our many facets. Various sciences have been deeply devoted to understanding humans in […]