Empowering Brands to Understand, Predict and Influence the Decisions of their Customers 

strategic consulting

Consumer Neuroscience

Apply neuroscience principles to craft the ultimate customer experience

Neural Sense has developed a proprietary model of Consumer Neuroscience, namely The Desire Need Action (DNA) Model. This is an evidence-based approach for elevating the customer-brand or consumer-product experience and incorporates:

  • Attention: Strategies to ensure engagement in the attention economy

  • Emotional Engagement: Strategies to increase, optimize and/or enhance the emotional impact of marketing stimuli

  • Memorability: Strategies to enhance commitment of the customer experience into long term memory, what is often referred to as memory consolidation

  • Action: The above strategies ultimately need to drive customer decision making processes in the right direction. This may include a better customer experience, increased brand loyalty/equity, intent to purchase (over competitor brands) and/or a shift in sentiment towards the brand (or product)

behavioral economics

Understand, evaluate and optimize the economic decisions of your customers

Taking the view that actual consumer behavior is often less rational, stable, and selfish than traditional economic theory suggests - our behavioural economists turn to the concepts of bounded rationality, limited self-control, and social preferences to help explain the "irrational behaviours" of consumers. We draw from the latest areas of research in this field, namely:

  • Nudge Theory: strategies to utilize positive reinforcement and indirect suggestions as ways to influence the behavior and decision making of groups or individuals

  • Behavioral Game Theory: analyzes interactive strategic decisions and behavior using the methods of game theory, experimental economics, and experimental psychology

  • Evolutionary Psychology: states that many of the perceived limitations in rational choice can be explained as being rational in the context of maximizing biological fitness in the ancestral environment, but not necessarily in the current one.

  • Neuroeconomics: tries to link economics, psychology, and neuroscience to glean a better understanding of economic decision-making.

 

Consumer Psychology

Apply behavioral and psychological theories to influence consumer behaviour 

Consumer Psychology is the the study of why people buy things. Our team of Psychologists tries to find the underlying cognitive processes that explain consumers' choices and how they respond to the influence of marketing, as well as the other external stimuli that convince people to purchase certain items. Our approach includes an understanding of consumer behaviour from two different approaches:

 

  • Behaviorism: This branch of psychology argues that people's actions are driven by external stimuli. In other words, we become convinced to do things because of some outside influence.

  • Cognitive Approach: on the other hand, suggests that our behaviors are caused mostly by our own mental processing. Cognitivists do appreciate that external stimuli, such as packaging or brand loyalty, can have an influence, but they don't view it as the most important thing. 

As a multidisciplinary team consisting of Psychologists, Neuroscientists, Marketing Experts and Statisticians, we leverage the latest in consumer neuroscience, behavioral economics and cognitive science research to help our clients solve business problems through a better understanding of both consumer behavior and decision making.

The Neural Sense Consulting Model comprises the following components:

 

  • Collaborative Empiricism: Our process is open, curious and collaborative with our clients to inform the most effective strategic outcome, given the problem(s) under examination

  • Socratic: Client learning does not always happen through one-way  knowledge transmission, but is guided through collaborative examination and query

  • Multidisciplinary: We integrate knowledge from various fields of expertise, resulting in multiple experts consulting on a problem/solution

  • Solutions focused through process: We don’t just tell you the answer, rather we arrive at goals or solutions through collaboration and application of expertise

We follow a principles-driven strategy that is evidence-based, pragmatic and provides actionable recommendations. These principles encompass both a theoretical and practical dimension, and are either derived learnings based on our own in-house research or academically established concepts.

 
 
 

Connect

With Us​

Tel. (+27) 82 700 8979

Suite 302D, 3rd Floor

The Sunclare Building

21 Dreyer Street, Claremont

South Africa

© 2015 Neural Sense™ (Pty) Ltd