ARF Re:think Webcast: The Elusive Link Of Consumer Psychology With Consumer Behavior
In today's competitive market, understanding what drives consumer behavior is essential to creating accurate predictive brand growth strategies. However, there is a critical gap between consumer psychology and actual consumer behavior. How can motivational research be combined with predictive analysis to provide insights that marketers can invest in?
Presented in April 2013 during an ARF Re:think Plus Webcast, Ipsos MarketQuest's Chief Research Officer, Sunando Das explains how the company combined motivational research based frameworks with predictive analytics to develop Censydiam. Linking consumer psychology with actual consumer behavior, Censydiam helps marketers create and define better brand portfolio growth strategies that are strongly linked to predictive business outcomes.
