Understanding Decision Making

Why do you think traditional focus groups fail miserably at providing valuable insight? During a typical focus group discussion participants are asked questions about their purchasing behaviour and preferences. No one wants to appear stupid, especially in front of other participants, so their responses tend to be very logical and reasonable. Little - of course - corresponds to what participants actually feel inside and, as a result, is poorly correlated to actual behaviour.

Understanding how people make decisions is not an easy task. There are numerous factors at play, but one in particular makes this feat especially difficult - emotions and their complexity.

People tend to think that logically reasoning about a problem will inevitably lead to a correct solution. This is far from observed reality, and here is why. People think with their pre-frontal cortex - the latest marvel of the evolution of the human brain, but it is their limbic system - a much older and more primitive part of the brain concerned with memory and emotions - that drives the vast majority of decisions.

When we attempt to figure out how people evaluate a set of options presented to them, we use our logical brain to analyze and reason about the processes of our emotional brain. But the limbic system does not reason. It does not think. It does not play by the same rules as the pre-frontal cortex. It is precisely this disconnet that makes it so challenging to actually understand the process of human decision making.

Various scientific disciplines have studies this subject at great lengths. Only with the lastest advances in Resonance Imaging (fMRI) technologies, the neuro and behavioural scientists have began to uncover some truly fascinating things about our brain and how it actually functions.

We make scientific research the corner-stone of our work. We rely heavily on it for every project we get involved in. Our focus is to provide clear evidence and reasons for our methods and facilitate a deeper sense of understanding for our clients.

Our approach is not for the faint-of-heart, but it will lead you on a fascinating journey of discovery down the Ribbit Hole. The only question is, "Are you brave enough to face the truth?"