Our Philosophy
Consumer Behavior is Human Behavior
Consumers do not form their beliefs or make decisions in a vacuum. Everything we think and do is influenced by our worldview and the aspirations, ambitions, and social representations that define us.
Knowledge is Structural
Science is a 'way of knowing' that seeks to uncover unbiased and verifiable theories about the natural world. Similarly, an objective and rigorous understanding of the social world, and the people in it, requires developing insights based on theories, methods, and structures of knowledge offered by social sciences.
Our APPROACH
A deep understanding of consumer beliefs and behaviors requires a systematic exploration of the connections between seemingly disparate aspects of the human experience including history, culture, language, and evolutionary psychology.
History
\ˈhis-tə-rē\
History
\ˈhis-tə-rē\
​
Individual and collective histories influence present and future attitudes and actions. Although history does not repeat itself, it rhymes. Acknowledging the impact of history provides an opportunity to create a desired future informed by the influences of the past.
Culture
\ˈkəl-chər\
Culture
\ˈkəl-chər\
​
We live in a world of diverse ideas and influences that impact what we think and how we act. Exploring these social and cultural influences is critically important for understanding and influencing human behavior.
Language
\ˈlaŋ-gwij\
Language
\ˈlaŋ-gwij\
​
Language matters. Ignoring the language and intention people use when discussing their aspirations, attitudes, and experiences is a lost opportunity to engage with people in ways that are meaningful to them.
Evolution
\ËŒe-vÉ™-ˈlü-shÉ™n\
Evolution
\ËŒe-vÉ™-ˈlü-shÉ™n\
​
Humanity's survival has been influenced by the evolution of circuitry in our brain which is adapted to a world that is very different from today. Recognizing the impact of evolutionary psychology requires that we accept there are human instincts that we cannot control nor explain.
OuR GUIDING PRINCIPLE
empathy \ˈem-pə-thē\ - the ability to identify with or understand the perspective, experiences, or motivations of another individual and to comprehend and share another individual's emotions and personal feelings.
Empathy is the core of human understanding. Empathy is critically important for effectively engaging with both research informants and clients in an effort to uncover aspirations, beliefs, ambitions, and attitudes as they relate to uncovering the drivers and solutions to consumer-focused business issues.
The world is giving you answers every day
if you just learn to listen.
"We have two ears, and two eyes, and one mouth, because we should listen and observe twice as much as we talk."
- Epictetus
