The diagram below illustrates how our brains work and how our subconscious minds drive behavior and decision-making.
Only psychology-based research uncovers the underlying personality of respondents that is critical to understanding not only what is being said, but more importantly, why and within what context.
Understanding the personality (which rarely changes in an individual throughout his or her life) allows for a much deeper understanding of what is needed and how to fulfill those needs. Emotions are superficial and transient, and research that is not scientifically based can lead to misguided marketing campaigns. Once you understand the psychological makeup of a target market, you can craft messages or define strategies to a much more effective level.