We look consumers straight in the eye to uncover drivers for action. Their decision-making processes are our driving force.
Understanding consumers implies tracing the whys in their decision-making processes, digging into the motivations that move them. Finding out what stresses them and what relaxes them, what they need and what they are looking for without being aware of it, demands that our vision goes beyond quantifying their choices, requiring us to read the non-rational.
Consumers are autonomous, but they are part of a collective magma that shapes over time and moulds individual preferences based on their social and emotional cartography. Detecting how the collective course of priorities, hobbies and sympathies or rejections change is essential to calibrate future consumption scenarios.
We want to know how consumers act, their habits, their routines, their gaps in that routine... Understanding people's behaviour, beyond their actions and itineraries, is the first step for any vision that intends to make strategic proposals.
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