We all know that what people say, does not always correspond with what they actually do. This phenomenon is also referred to as the ‘say-do gap’ and is especially visible in topics where people are prone to maintain a positive image by giving socially desirable responses. This often explains deviating election-poll results, or why stats are off for sensitive topics such as racism, substance use, smoking, or bankruptcies. Wanting to understand human behavior, it is thus not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.
Neuroscientists have found that if the brain’s emotions network is damaged, people would lose their ability not only to laugh or cry, but also to make decisions. Likewise, when making a decision, one does not say ‘What do I think about this’, but rather ‘How do I feel about this’. Clearly, emotions are key drivers of decision making.
This strong impact of emotions on behavior also has implications for marketing research, where ‘feel’ activities should be an integral part of the research mix.
As a digital-first agency we have been adopting habits and building best-in-class systems to offer 24/7 support to businesses across the globe since our inauguration at the end of the ‘90s. But these days, it is good to make the implicit explicit, to ensure our research participants, our partners, our clients and our stakeholders that we remain 100% operational.
For a long time, the dominant belief among philosophers, scientists and economists was that humans – and their decision making – are driven predominantly by ratio, and this was no different in marketing research. While we now understand that human behavior is complex and requires a multi-dimensional approach, ‘think’ activities are still an important part of the research mix – they allow to grasp the perceptions, opinions and attitudes people can easily express.
The Covid-19 pandemic is having a profound impact on teens worldwide. Together with Coca-Cola, we ran a project examining how young people across the world reacted to the past year and the subsequent changes in their outlook.
For a long time, the dominant belief among philosophers, scientists and economists was that humans are driven predominantly by ratio. And this was no different for marketing researchers. But how realistic is this? Can we truly unravel and understand complex human behavior by solely focusing on their ‘thinking’?
In this article, we explore the key post-2020 consumer trends for the Finance and Insurance sector, based on our 2021 Culture + Trends Report: Happiness Reset.
Gaining new skills, re-imagined interactions, moments of self-care, and finding moments of spontaneity and silliness in a world of relentless negativity and stress is extremely popular with Gen Z consumers.
COVID-19 made people revalue nature and clean air. Discover how this newly experienced immediacy with nature brings the opportunity for brands to help consumers bring nature into their homes and restore natural spaces.
We invited Katerina Stavrellis, Consumer & Marketing Insights Specialist at The Arnott’s Group, to explain how our proprietary network of creative consumers inspired the team with new snacking flavors.
Dive into our ‘Unlocking the power of consumers’ infographic and discover how to involve the right consumer for the right task!
We invited Jo Stanbridge, Global Insight Lead Sensodyne at GSK, to share her experience on collaborating with leading-edge consumers to fully understand the importance of consumer trends and how they manifest within different cultures.