all potential customers
understanding clients’ decision-making process; are they predominantly rational or emotionally driven?
Problem to solve:
How to analyse real not declared motivations? Nobody will openly admit to have chosen an insurance company because they liked the seller’s shirt. And yet there are people who act exactly in this way.
Let’s exploit the fact that people are more prone to reveal their behaviour when they realise they are not alone, or maybe even belong to a majority.
We have prepared several stories presenting purchase processes in the given category. Each story was real – it described the behaviour, dilemmas and motivation of real people. Those people had names, houses, jobs and families… We asked participants to indicate which of those people were similar to them considering their decision-making process. Thanks to this method, participant were no longer afraid of saying the truth even when it was “strange” or seemingly “nonsensical”. They were not the only ones acting like that.
We managed to “measure” the scale of irrationality in the decision-making process. It has proven to be very high, which significantly influenced the communication method between our Customer and his potential clients.