Hacking the Silent Subconscious: Unlocking habit, shaping behaviour

Brandscapes Worldwide, an insights company, uncovered how researchers can understand existing habits and how brands can create a desirable habit by launching a pilot study that tested Indian and Singaporean consumers intending to have healthier mornings.

Introduction

We all dream of a Utopian 'tomorrow'. A 'tomorrow' when Til wake up early and go for a run'. A 'tomorrow' when Til get onto that diet'. A 'tomorrow' when Til stop eating junk'. You get the drift.

But however solid our intent, orchestrating a habit is not easy. Existing behaviour is so deeply entrenched that we often don't know why we do or don't do something. It's no different with consumers. Habitual behaviours are guided by silent and subconscious motivations that are often hard for consumers to put a finger on and actively articulate to us researchers.

So...

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