“I’ve been an insights professional for many years, and if you’re an insights professional, you’ve got to be curious about why people do what they do, because what they say is not always what they do,” said InsightsNow’s CEO, Dave Lundahl.
The behavioral expert said his many years of experience have taught him that much of the time companies have brought products to market based on techniques that have been around for 30 or 40 years. However, Lundahl said these key performance metric-based approaches are not focused on what’s really important, which is behavioral impact.
“Human psychology, as it has developed over the last 25 years, has helped us really understand why people do what they do, and [to bring] that back into the product development and design,” Lundahl said. “Marketing of foods has been really helpful in terms of solving this problem.
“Where we’ve had the greatest impact so far has been in the area of being able to measure the reactions of ingredients, as well as reactions to different types of claims and reactions to different types of marks that are on the front package.”
He added that the rise of digital technologies, particularly social media, has transformed the field, allowing his company to better engage with consumers, measure emotional and behavioral impacts and collaborate with clients to co-create solutions that meet people’s evolving needs.
“It’s helped us as researchers to engage with consumers with new tools to engage with people in authentic experiences, in moments of decision, to have better dialogue with people so we can observe people in real context of their lives, and we can measure the ways that brands and products impact people emotionally, as well as behaviorally,” Lundahl said.
To hear more on evolving consumer trends, conscious and subconscious reactions to ingredients and what InsightsNow is working on next, listen to the NutraCast.
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