The latest thinking in behavioural economics and neuroscience is changing the way we understand memory, consciousness and triggers in behaviour. This forever impacts the way research is conducted at the environment, category, brand, and consumer level.
We also now know that the vast majority of what happens in the brain is not conscious – it occurs at the 'pre-conscious level'. Traditional research has been far too dependent upon conscious, rational response. Increasingly, simply asking consumers 'why did you buy this?' is looking very naïve.
At DeltaMV our expertise lies in understanding the combination of emotion, thought and action.
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