“You never really know a man until you understand things from his point of view, until you climb into his skin and walk around in it.”

– Lee, Harper. Author, To Kill a Mockingbird

According to neuroscientists, in order for us to function, approximately 95 percent of thought, emotion and learning occur in the nonconscious mind. In fact, if you want to know what someone really thinks or needs, sometimes the worst thing you can do is ask them. That’s why marketers must uncover the psychological underpinnings that drive behavior – personal motivations, self-identity drivers, fears, and aspirations, as well as social and environmental influences.

Brandtrust specializes in implicit insights (System 1 thinking*) to reveal the deep human narrative that helps client teams truly understand and connect to the people they serve. We prioritize implicit over explicit insights, because it is the best method for getting to the truth and breakthrough learning.

At Brandtrust, we leverage methodologies, rooted in applied social and behavioral sciences, to unlock the non-conscious needs and desires of customers. We do this through a variety of social science research processes and methodologies, including:

  • Emotional Inquiry
  • Narrative Inquiry
  • Contextual Inquiry
  • Appreciative Inquiry
  • Connective Inquiry
  • Shopping Inquiry
  • Decision Diagnostic
  • Motivation Diagnostic
  • Customer Co-Creation
  • Implicit, System 1 Testing
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