These techniques assume that consumer behaviour is driven by logical human processes. That people are consciously aware of why they choose a particular product.
If only it were so.
People generally don't have a clue how they arrive at a certain purchase decision. They're driven by urges beneath their level of consciousness. And traditional research just wasn't designed to identify the underlying drivers of behaviour. Which means you, as a client, could quite likely be wasting your money.
Applied psychology provides much greater insight
At Woolcott Research we do things differently. We place much more emphasis on human psychology. Our people have been trained to go beyond logical, rational responses and discover the true determinants of human behaviour.
We achieve this greater understanding of needs, motivation, attitudes and behaviour in several ways:
• For starters, we recruit psychology majors from top universities
• We stay up to the minute with developments in the field
• We use our experience to develop special techniques which delve more deeply
• And we encourage our moderators to follow their instincts, to improvise and use
whatever methods will best elicit the most useful and accurate responses.
In short, we go further. And try harder.
