To truly understand the motivations and aspirations of consumers towards products and services, EVALUATE developed an approach that combines the power of traditional qualitative diagnostic research and neuroscience. An approach that consists of five steps which result in a new and profound comprehension of consumer motivations and market dynamics. In the end we can provide actionable, client-ready insights and management recommendations to improve marketing decisions and actions.
First, we measure brain waves of respondents while they are watching the stimulus. Then we conduct a qualitative diagnostic interview. This allows us to not only get physical evidence but also insight into the psychological impact of the stimulus. In other words: we know what a stimulus does to a person physically, but we also understand how that person deals with his or her biological
impulses psychologically.
In a second stage, we move beyond the individual level into an aggregation of information that transcends the individual. By interpreting, analyzing and combining the brain wave results and the diagnostic interviews we are able to understand what happens both emotionally and rationally – consciously and subconsciously. Thus, to understand more thoroughly what drives people, what attracts them and what motivates them.
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