A Left Brain / Right Brain World?
Is the left brain the center of creativity and subconscious decision making? Is the right brain where analytical rational thought and decisions are made? Is this theory valid?
A newer understanding of how humans make decisions challenges these long-held beliefs.
Nevertheless, it is a useful metaphor to understand that to gain deeper insights, whether through quantitative or qualitative research, advanced methodologies are where we must turn. Today we recognize that to truly understand decision making and customer motivations, we need to assess instinctive, subconscious decisions as well as more logical, rational conscious decision making.
Today’s innovative quantitative and qualitative techniques allow us to capture consumer insights like never before. New, innovative techniques allow us to more accurately capture and predict behavior.
Today we recognize that to truly understand decision making and customer motivations, we need to assess instinctive, subconscious decisions as well as more logical, rational conscious decision making.
Extensive Multivariate Experience
Whether the data is collected via a face-to-face web chat to capture emotion or a large multi-country web-based survey, we have a toolbox of sophisticated techniques to derive insights. Below are some of the techniques we have used to extract more from available data and get below the surface of human thought.
Techniques used include:
• Factor analysis
• Structured equation modeling
• Perceptual mapping
• Discrete-choice modeling
• Self-explicated conjoint
• Text analysis
• Logistical regression
• Latent class mixture modeling
• Multidimensional scaling
• Neural networks