We draw on multiple frameworks and techniques
to analyze and interpret the information we gather.
As AI tools become more sophisticated and prevalent, we see a growing need to view all research through a robust model of human behavior.
behavioral science
Most market research looks at different modes of thinking in a binary way
- Rational and Emotional
- System 1 and System 2
- Implicit and Explicit
- Left Brain and Right Brain
- Fast and Slow Thinking
- Conscious and Unconscious
- Art and Science
a three-centered approach
We have been working with a different approach, developed by neural scientists in the US and in Australia.
This framework identifies three interconnected centers of intelligence that determine our behavior and choices
The Headthe cognitive center
The head is where we see the most orderly, rational and logical thoughts.
This is where we project the consequences of decisions, identify moral issues, and rationalize our choices.
Analytical, Rational, Objective, Reasonable, Deliberate, Logical
The Heartthe reflective center
The heart is the nexus of more evolved, complex and sophisticated emotions.
These feelings require self-reflection and expose vulnerabilities that people need help to share.
Love, Anxiety, Empathy, Sympathy, Guilt, Hope
The Gutthe instinctive center
The gut is host to the most primal, visceral, and immediate reactions.
In evolutionary terms this is the source of fight or flight, when your body acts before you realize.
Anger, Happiness, Surprise,
Disgust, Excitement, Fear
The gut – the instinctive center – is the most overlooked dimension of the human experience. By integrating all three centers into our work, we create a more holistic approach better suited to understanding deeper human motivation. And better suited to answering the complex and nuanced challenges businesses face today.
data science
We use advanced analytics to explore unseen patterns in data and to develop bespoke analyses. This work includes:
- Conjoint (including DCM, MAXdiff and TURF)
- Cluster, Factor and Driver Analysis
- Regression and Predictive Modelling
- Bayesian Analysis
- Perceptual and Sentiment Mapping
- Scenario Planning and Simulation
- Neural Networks
Our segmentation work draws on a range of techniques including Latent Class analysis, K-Means, Hierarchical Clustering, and Gaussian Mixture Models.
We will work with your data team or marketing agency to help fuse this work into proprietary or third-party databases for targeting, acquisition or retention.