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Why do some flavors work and others fail?

Every consumption experience is a sensory and an emotional journey for the consumer. The sensory journey is the taste and texture and the emotional journey is the consumer’s psychological response to that sensory journey.

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Transformative insights into Fruit and Herbal teas in the UK

We began to understand which teas triggered which feelings of specific health benefits – i.e. which flavours relaxed and calmed, which energised, or nourished etc. – but more significantly what it was about their consumption experiences that prompted these beliefs.

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Changing markets: how to predict future trends

It is by diving into the psychology of your consumers to understand ‘how’ and ‘why’ the political, economic and social changes affect their attitudes and actions you can then predict, with some accuracy, the continuing direction and speed of change.

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Snacking and your inner chimp

When we investigate what motivates the Chimp (the consumer’s inner child) we start to understand these impulse decisions much better and thus how we can influence them. We begin to understand why their Chimp gets excited about one particular snack in this moment and yet something very different in the next.

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Why faster isn’t always better…

The quantitative data tells us what is happening, but in order to understand why that is happening and to start to imagine the best ways forward we need to spend just a little time researching the drivers of our consumers decisions. It is only when we understand the psychology and emotions of our consumers that we really start to understand our brands.