Since Consumer Buying Behavior is EMOTION Based, Non-Traditional Focus Group Research is Used to Discover and Decode those Subconscious Information

When you ask rational questions to focus group participants, you'll get logical answers. If you believe what you hear you'll probably design or position the product according to what they said, and then wonder why the project failed. How can you expect people to explain emotional based behavior using rational language? You can't!

IT'S MOSTLY BELOW THE SURFACE!

Like an iceberg, where 10% of the mass floats above the surface of the water and 90% remains below, consumer behavior is driven by what's below the surface, namely, the subconscious emotions.

A familiar marketing adage describes this phenomenon:
"People buy on emotion and justify on fact"

But how do you identify customers' key emotions if those emotions are below the surface and therefore beyond conscious awareness?

Decoding.com uncovers the emotions behind customer behavior. Through the application of leading-edge research technologies, emotions below the surface of consciousness are accessed; the emotions that drive customer behavior.

Whereas traditional market researchers study behavior above the surface by asking, "Who? What? When? Where? and How Much?", Decoding.com explores: WHY?

• Our Rational and Emotional Minds:
  

Most companies spend their resources trying to convince their customer's rational mind (the cerebral cortex) to purchase their product. However, desire for a product is created in the emotional mind (the hypothalamus). Understanding the emotions allows a company to design marketing strategies which trigger the desired emotions in their customers.

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