How well can a company (brand) understand how best to influence the largest number of consumers at one time i.e. do they need many strategies for different ‘segments’ or do consumers fall into (or group around) similar heuristics when looking at brands/products in a category?

First: it isn’t about influencing. You won’t tell them what they should do. You have to demonstrate that you are the only one able to understand their subconscious FRUSTRATION and will remove it. Identifying the FRUSTRATIONS requires that you perfectly know your market segmentation. Different segments can have different FRUSTRATIONS. If you are lucky, and […]

Continue reading/Lire la suite

How could I get access to the deeper motives (not the ones they tell you) of a B2B decision maker in order to develop an appropriate messaging for convincing communication tools?

Welcome to my world! What they tell you is just something rational at the conscious level (their Desires, Needs, Wants). If you really want to learn what their FRUSTRATION is you will have to use neuro-scientific modalities, because the true motive is hidden in their subconscious mind, and they can’t tell what it is. In […]

Continue reading/Lire la suite
1 2 3 18