Brand preference: Petrol heads
Chiara Succi and Annett PecherEmotional Logic
A study of petrol brands shows that consumers do not always choose the brand they say they prefer. Measuring unconscious preference is key to ensuring brand choice.
Brands are on a constant quest to unlock consumers’ minds and find the inner drivers that influence their behaviour. Talking to consumers is a good starting point but everyone knows that traditional research techniques such as surveys and focus groups can only offer a partial view of actual behaviour as they can only capture what the consumers will openly -and...