The Value of the Deep Dive
At Forbes, we are convinced that the most powerful business strategies are built upon insights which drive to the roots of why people behave the way they do. Leveraging three decades of experience, we have built a unique toolkit of qualitative and quantitative methods to help respondents more deeply reflect and examine both rational and irrational elements in their thoughts and feelings. Using these tools, we are able to guide respondents to the unconscious foundations of motivation and action
A Forbes portrait of your consumer will always be psychologically comprehensive. It will always include:
- An accounting of the rational, intellectual processes that shape the conscious rationales for action – "stories" consumers tell themselves about what they do.
- A description of the accessible "preconscious" mental processes – the underlying values and attitudes that shape the preferences and priorities behind what consumers do.
- A portrait of the deep-seated unconscious emotional forces that shape consumer motivations and actions – created through research methods that are nothing less than "psychological espionage."