Barriers to barriers research: revealing emotional disconnects to brand & category adoption

We’re often presented with the question: Why aren’t consumers buying our product? With so much uncertainty in this current climate, how do we accurately determine what the barriers are to brand, category, and product adoption?


In this presentation, Joe St. Hilaire-Bona, VP Research & Insights at Protobrand, highlights how behavioral science based techniques can answer this question with deeper insights that allow us to combine both the rational AND irrational (emotional) drivers of consumer behavior to get a more holistic understanding.