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Consumer behaviour

Let’s uncover the most hinden insights about your products and predict consumer attitudes

Will you assume to say in a market research that you really hate green products though all your friends and relatives praise sustainable development? Maybe not, and traditional explicit methods won’t tell you if yes or no consumers tell what they really think in surveys. This can have dramatic consequences on your marketing strategy. There are plenty of other situations where consumers will refuse to tell you their mind in explicit surveys because it is not politically correct or sometimes just because they are not conscious of their attitudes.

Conscious and unconscious attitudes

Business cases

Predicting impulsive purchases: fruit or chocolate?

Fruit or chocolate

Fast, emotional, dynamic and impulsive… most of our purchases are made partly out of our awareness when we are in a hurry in a supermarket, in a night club or on the web.  It implies that such purchases result rather from our unconscious and automatic way of thinking (system 1) that from deliberation (system 2). However, most traditional marketing methods tend to focus on the explicit attitudes of consumers and fail in capturing this crucial impulsive side of the consumer mind with a high level of predictability. For instance, in a recent academic paper, only our method was able to capture the preference for fruit or chocolate in case of emotional purchases.

In some cases, consumers do not wish to share what they have in mind. In other cases, they are willing to do so but they are not sure themselves about what they think and want. Do you like healthy products? Well, on the one hand yes, because it is good for your health and fitness, on the other hand no, because the taste is not so good and it does not always have a sexy image, especially if you are a man… That is what you will learn with traditional marketing methods. Now, implicit tests run on French and American consumers have revealed a strong association between healthiness and tastiness among French consumers while it was the contrary among American consumers.

Tasty = Unhealthy?

Tasty Unhealthy

Creating the right client experience to sell your green products

Zen stone with fresh grass on white background

Flower, sun, nice landscapes…Tornados, destructive nature, enraged animals…what image will give you the impetus to buy green products? In traditional test, the projection of natural images, whatever they are peaceful or frightening, has no impact on the explicit appreciation of green products by consumers. Nevertheless, implicit methods revealed that the projection of frightening pictures of nature increased male consumption of green products while peaceful pictures decreased their consumption. The inverse was true for women.  Consequences: you conclude with traditional methods that pictures of nature are useless to improve your client experience in your green product department or on your website while implicit methods not only tell you the contrary, but also help you to quantify the subtleties of their impact according to gender. You can, thanks to its result create the most impacting client experience for your green product according to your targeted clients.

You are a Chinese travel agency and would like to invest in touristic infrastructures either in Japan or Hong-Kong. What is the dream destination of your potential clients? If you look at the numbers, you see that in 2011, there were 20 times more Chinese tourists in Hong-Kong than in Japan while prices of both destinations are roughly equivalent in terms of flight and hotel costs. However, when you ask your Chinese clients what their favorite destination is, they answer they are indifferent to travel to Hong-Kong or Japan. How to explain the contradiction? Does it mean that the tendency to travel to Hong-Kong will inverse and that you should invest in Japan? Our method reveals that Chinese travelers prefer actually to go to Hong-Kong though not revealing this preference in traditional marketing surveys maybe because of cultural reasons or just because they are unconscious of this preference.

Favorite travel destination for Chinese

Favorite travel destination for Chinese

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