Buying Decisions

"One should not say that the deed is the most difficult.
What is most difficult in this world is the decision."
Franz Grillparzer

Probing into what moves people and moving something in the process

Why does somebody buy your product? Or why don´t they? The purchase decision-making process is complex; desires, needs, emotions, attitudes, values, the cultural and social environment, the offers available, and advertising all play a role. And there are always new trends and developments that exercise an influence, such as information overload, economically unstable times, moral principles (CSR), or heightened environmental awareness.

Influencing the purchase decision in your favour necessitates knowing the factors that drive this decision. But: Consumers themselves are unaware of the significance of many purchasing motives, influencing factors, or principles of perception (such as selective perception, spill-over effects, psychological processes of perceiving price) – all the more so when decision-making is strongly guided by emotional factors; other decisions in turn are deliberately veiled by consumers. For this reason, a simple, direct question addressing purchasing motives or the relevance of criteria governing decision-making will frequently generate inappropriate results.

This is why we rely on a broad range of methods in order to understand the consumer. Waterfall analysis reveals at what stage of the process and for what reason your brand is excluded from the decision. Conjoint analysis simulates the purchase decision to pinpoint the actual relevance of individual product or service attributes in relation to each other. The model of causality computes the effects of increased or reduced service on the probability of repeat purchases. And in our qualitative studies we employ methods, such as semantic networks, repertory grid, projective interviewing techniques, brain scripts, or non-verbal assessments.

So that market research can truly set something in motion.