Do People Connect With Brands Emotionally?

  Are Emotional Benefits Important? Marketing people often talk about connecting emotionally with the target audience. Brands want to engage with us at an emotional level. They encourage us to like them on Facebook. Indeed, research often brings out emotional responses to products and services. So emotional benefits must be key to understanding what motivates… Continue reading Do People Connect With Brands Emotionally?

Minimising Cognitive Load To Improve Conversions

The Psychology of Cognitive Load: To improve the user experience it is essential to understand how visitor behaviour is influenced by cognitive load. User behaviour is largely intuitive and is heavily influenced by how easily a task or goal is achieved. This means having a clear visual and information hierarchy to minimise friction and reduce… Continue reading Minimising Cognitive Load To Improve Conversions

What Mountaineering Tell Us About Human Motivations?

Are People Consumers? Marketers and researchers often use the term ‘consumer’ to describe customers and prospects. We conduct consumer research, and measure consumer awareness of brands. We also have consumer confidence measures as if they are a separate segment of society. As the article I’m not your consumer asserts the term is “counter productive and… Continue reading What Mountaineering Tell Us About Human Motivations?

What Do Business People Think About Market Research?

There are many misconceptions from business people about how to conduct and use market research. This can be frustrating when you work in market research on the client-side. Some recent posts on Twitter suggest that research agencies are often at fault, I disagree as I found the attitudes about research among some of my colleagues… Continue reading What Do Business People Think About Market Research?

Does Social Influence Drive Most Consumer Behaviour?

Can most of the things we buy really be the result of the behaviour and opinions of other people, whether openly or through covert imitation? This challenges conventional thinking about how people make decisions and common assumptions that most market research is based upon. However, many of these are false assumptions so isn’t it about time… Continue reading Does Social Influence Drive Most Consumer Behaviour?