People behave, experience and process things within their daily lives not in isolation. Not one factor but multiple — cognitive, emotional, social, everything we experience, influences our decision in brand preference and final buying decisions.
That is why marketing research needs to evolve from delivering isolated results — where one study determines engagement and another only identifies preference — to methodologies that identify all factors that individuals experience, from a holistic point of view.
The marketplace moves faster than brands do. We developed BSL to identify, study and incubate behavior trends so we can isolate what drives them. With this understanding, we can bring opportunities to our clients before they need them.
We created the Behavioral Science Lab to help our clients understand the full picture of how people behave, and how they choose and process experience in their daily lives.
By using behavioral-economics methodologies and applications, we are able to gain insight that our clients find invaluable in the development of products, environments, services and communications.
For the retail food store and CPG marketer, the cost efficiency of mass-media advertising has declined in the past 20 years. Media advertising has been replaced with promotions, discounting, merchandising and new media, but these media too appear challenged in achieving the levels of brand loyalty linked to high payback.
As a result, the Behavioral Science Lab (BSL), a joint Sanders\Wingo and Somerset Consulting Group undertaking, executed a shopper marketing study through the MINDGUIDE tool to develop true grocery-shopper understanding.
The initial inquiry focused on whether Millennial moms who did the bulk of the shopping for their households are different from other shoppers and, if so, how?