Unconsious desire and motivations
For CPG we believe in the concept of ‘Instinctive Design’—i.e., designing to instinctively delight the consumer, not just meet their articulated needs. Because 95% of thinking and decision making happens in the unconscious, we believe in not just relying on consumer insights – often the 5% of decision making that is articulated – but also tapping into the unconscious desires and motivations through other insight approaches. In the following we provide you with exercises about how 4 areas of insights could be approached.
Our Purchase Cycle
Useful to understand