Consumer goods research is driven by a deep desire to understand human behaviour. A great challenge when so often we don’t know why we do things.

Instinct and reason is committed to the use of qualitative research to help us understand likely human behaviours but know that we need much more that focus group discussions and in-depth interviews to arrive at the answers our clients need.

This area of research is also characterised by rapid changes in consumer preferences and being across societal shifts is essential in being able to make sense of the conversations that take place in the qualitative stages of research.

How we do it

However Instinct and reason, in line with its philosophy of integrating qualitative insights with marketing experiments to uncover human behaviour, also apply these principles in this area of consumer research.

We carry out interviews, surveys, group discussions, online forums or workshops with consumers and then use ethnography, online or mobile based forums to allow consumer to share their product experiences and then use discrete choice modelling to uncover the key buying factors.

Instinct and reason also monitors 16 trends that are affecting the bottom line of businesses right now and over the next 5 years. These insights provide context to all we do.

What it means for clients

Understanding human behaviour needs all our tools.

In a recent project looking at a fitness product for over 55 year olds a series of focus group discussions revealed a strong preference for the product based on the promise of becoming re-energised. The subsequent marketing experiment revealed the key driver to be the body sculpture benefit. Over 55s didn’t want to tell us how much this mattered in a social setting – it was only revealed through the use of discrete choice modelling.

Our clients get the benefit of all possible approaches to understanding human behaviour.