AI + Behavioral Science

Behavioral Science is a game changer for market research because it gives us a new lens through which we can understand human behavior. When we apply Behavioral Science to market research, we end up with a different tool box, asking different questions and asking questions differently.

Behavioral Science reminds us that not everything is consciously available to people.

They simply don’t know why they love a brand or find a new product idea appealing. And if you ask them directly, they’ll likely come up with an answer that focuses on quality, price or convenience, which at best is only half the story. 

The other half of the story involves the symbolic and emotional dimensions that drive human behavior. People buy products and brands for what they mean and use them as building blocks to develop identities and lifestyles. To uncover these symbolic and emotional dimensions require projective methods that allows people to reveal their deeper thoughts and feelings.