Get beyond the
deliberative mind

Respondents can almost always give you a reason,
for their choices, but it may not be the real one.

They often aren’t aware of the reason themselves.
Our challenge is to find out what’s really driving them

We use a range of approaches throughout the research
process; recruitment, interviewing and analysis.

- Based on NLP, Myers Briggs, Motivational Psychology and
  even tossing a coin
- We’d be happy to tell you more about them

Obviously tools are not the only answer: being intuitive
and persistent researchers helps a bit too.


People are more comfortable talking about the rational reasons that drive the choices they make.
The emotional reasons only emerge later...