Human Truth. It’s why we do what we do. And it’s the key to aligning your brand with what’s most meaningful to your customers.
Human Truth is complicated and often hidden – a unique product of a person’s biology, biography and environment. To find it, we must dig deeper. Human Truth is revealed only by identifying and analyzing the conscious and non-conscious motivations, values and subjective meanings that people use to make sense of the world.
Revealing Human Truth requires the unique talents and tools Brandtrust has perfected over two decades:
Change begins to happen when you ask the first question:
“Inquiry and change are not separate moments, but are simultaneous. Inquiry is intervention. The seeds of change—the things people think about and talk about, the things people discover and learn, and the things that inform dialogue and inspire images of the future—are implicit in the very first questions we ask. The questions set the stage for what we find, and what we discover (the data) becomes the linguistic material, the stories, out of which the future is conceived and constructed.”
Stefan P. Cantore and David L. Cooperrider
Equipped with the fundamental Human Truths relevant to your category, we address the critical dimensions of how you connect both internally and externally.
For brand challenges, we identify differentiating external equities
What sets you apart in the market?
For culture challenges, we identify essential internal equities
What makes your culture unique?
For experience challenges, we identify deep customer needs and the moments that matter
How must your brand show up?
For behavior challenges, we identify key drivers and barriers
What will it take to unlock change?
Then, we apply our Truth, Clarity, Action Framework to guide client teams in applying revealed Human Truth to drive change and, ultimately
Achieve the future you desire for your brand and your business.
Often, the fundamental questions you’d most like to address can seem the most elusive.
We uncover the Human Truth that brings them to light. For example, you might be asking:
How do people really feel about my brand?
What separates my most loyal customers from my average customers?
How can we truly put the customer at the heart of our decision-making process?
What is the patient experience and how can it be positively shaped by my brand?
Why aren’t people choosing my product when it works better and costs less?
What are the unmet needs where my brand could be making an even greater impact?
What drives my employees to get and stay engaged?
Our trademarked approach is designed to better understand the deeper motivations of why people do what they do. We use memory and visualizations to tap into subconscious mental models embedded in formative experiences, and rely on dynamic probing to get beyond rationalizations and avoid priming.
Narrative Inquiry allows researchers to delve into the memory of consumers’ experiences through the stories they tell. Story helps researchers understand the context in which the memory was constructed and identify patterns which reveal the mental models that influence consumer behavior and perception.
This primarily observational-based approach reveals both the personal stories and environmental influencers driving perceptions and decision making. These insights are particularly effective in helping to identify actual behavior because of the ability to see respondents interacting within their own environment.
Answering “What Does Summer Really Mean?” to gain multi-year global success.