Purchase decisions
From a simplified scientific point of view, decisions are automated and ultra-fast cost benefit equations. The cost, the price we pay, is exchanged against two needs we seek to satisfy, or two goals we seek to achieve:
Tangible, material, functional goals. For example, when buying a car, I exchange my money against a machine that takes me from point A to point B.
Intangible, immaterial, psychological goals. For example, when I buy a car, I fulfil my need to be more assertive in exchange for my money.
Dig deeper for gold
It is relatively easy to measure consumer expectations and associations on the tangible side, but for traditional research methods it is as good as impossible to precisely understand the intangible or psychological aspects that dominate consumer choices in a specific category.
Dig a bit deeper with implicit methods, and you might strike gold. Fill in the blanks, remove misunderstandings and gain more clarity about that all important intangible element of the purchase equation.
Want to bridge the gap between what your brand is currently associated with and what consumer expect from the category?
Beyond Reason’s Implicit Motivation Modules (BRIMM) - how it works
Designed for all marketing and marketing research agency professionals. These implicit modules revolutionise the way to uncover the true emotions and attitudes of consumers. Removes biases in the understanding by consumers of complex themes. Differentiate by adding this innovation to traditional research modules: simply add the modules to an existing study.
