We avoid using the word “consumers”. We even hate using the word “human”. Sounds awfully pompous and honestly, even a bit ridiculous. But, yeah, it’s there because the SEO people told us to stick it in. It’s hard to understand and predict how “consumers” think and behave. Almost always it is irrational and inconsistent. So we look at “people” instead. People are more than just consumers. They are complex. Emotional. And often unpredictable. Quite like all of us.

But when you look at the way they view the world or what is close to their hearts, you will begin to see many homogenous clusters. Our study of Insights is really a deep dive into what triggers emotions in people. And how these emotions affect the choices they make when they go out to buy products or services. Using a combination of formal research, observation and plain old sensitivity, we articulate powerful insights that will help our designers develop creative triggers.