Consumer behavior is complex in a constantly changing digital world. Marketers need frameworks, ideas, and plans that account for this reality. The answer is in truly understanding human decision-making dynamics.
People pursue a pathway as they navigate their way to a decision. The path is shaped by the systems in which they make decisions. Knowing what is valued at a rational and emotional level identifies the things you need to say or do. Mapping the pathway and the system of influences along the way uncovers the best ways to resonate. Our methods result in a holistic view allowing brands to interpret patterns and events to know when and where to take action or innovate.