Behavioral Science Based Market Research

Our market research uses the most advanced implicit and explicit research techniques, coupled with a fundamentally more accurate model of decision making, to provide deeper insight and more valid forecasts of consumer behavior.

Humans behave contrary to rational economic theory, using heuristics and emotion as guides to navigate the steady stream of choice options flowing non-consciously through our minds. This poses a problem for those looking for deep insights and accurate forecasts of behavior.

Fortunately, the Proportion of Emotion Model™, published by our founder and chief behavioral scientist, Aaron Reid Ph.D., now provides a mathematical model of how emotion interacts with reason-based trade-offs to determine behavior.