Brain systems and brand experiences: Integrative approaches for total consumer understanding

Juliana Oliveira and Maria Carolina Rodrigues

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Introduction

In the field of consumer behavior understanding, there are many approaches available to assess the relationships between consumers and brands. As consumer behavior investigators, we believe integrative approaches are the new reality of the consumer research industry, enabling us to bring together both declared and non-declared responses from individuals, and thus provide a more holistic understanding of the issues under study.

While asking questions is still necessary, combining it with complementary techniques such as social listening, ethnography and data analytics can ensure a much broader and deeper consumer understanding.

The consumer decision environment is changing in an...

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