Uncover unconscious drivers of behaviour, which are stable, predictable, motivating, and most satisfyingdiscover more
The key to understanding consumer and patient behaviour lies in the unconscious. Psychoanalytics involves getting inside people’s heads to understand deep-seated needs and motivations, which people may not be able to articulate or even be aware of. Appealing to unconscious desires helps drive loyalty and growth.
Traditional market research focuses on the small fraction of consumer behaviour that is overt. Psychoanalytics adds value by going beyond rational responses to add significantly to understanding consumers’ and patients’ attitudes and needs. Through discourse analysis, stories, and collages, psychoanalytic techniques peel back the layers of the psyche to reveal what motivates people (i.e., their desires, fears, and emotions). With highly predictable reactions, the resulting mental models allow for more sophisticated marketing messages that have a higher probability of being heard and accepted.
RESEARCH STRATEGY GROUP, with our exclusive partner Mind Meld Consulting Inc., mines the hidden world of unconscious and unstated needs to guide your marketing efforts. Our client partners in financial services, consumer products, beverage alcohol, lottery and gaming, pharmaceutical/healthcare, have benefited from insights supported by psychoanalytics.
Uncover what people are
Learn where brand equity lies
Understand how decisions are made
Explore what to always/never say
Leverage subconscious biases and barriers in decision-making to ‘nudge’ in the desired direction.
Develop effective, targeted strategies based on distinct, stable, and deeply motivating needs
Optimize messaging with a predictive model leveraging the impact of communication elements
Uncover unconscious drivers of behaviour, which are stable, predictable, motivating, and most satisfying
Simulate real decision-making with a highly predictive, pragmatic behavioural model
Discover consumers' unmet, unstated needs by experiencing their lives as they do.
Innovate and build resilience by expanding your assumptions to imagine multiple futures.
Generate and optimize solutions by exploring all aspects of your business that customers interact with
Visualize how people act, think, and feel during key interactions to improve and deepen engagement.
Enhance brand health and optimize brand positioning with future-oriented metrics
Achieve higher revenue and profits at the brand, portfolio or category level
Get more accurate results—for less cost—than traditional testing using the predictive power of crowds.
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