INSIGHT PSYCHOANALYTICS

Consumer interactions with products and services don't occur on a purely rational level. Deeply-held values and psychological typologies structure the way your target audience thinks, feels and responds to your various products, offers and communications. Speaking to consumers at this psychological level can make the difference between being something consumers merely see as having interesting characteristics to becoming the product or service they just "have to have." At Gray Insight, we incorporate psychological techniques into all our qualitative research, putting you in contact with your target consumers' psychological makeup.

Using the expertise of our staff psychologist, Thelma Beam, we can uncover the psychological model that consumers use to relate to your brand, product or service. Whether in dedicated Typology Discovery sessions or even in more conventional focus group situations, we incorporate projective techniques that can be analyzed to produce psychological insights. Furthermore, in one-on-one interviews, we use projective exercises and laddering approaches to identify the emotional benefits and values that drive consumer choice.