Traditionally, business decisions used to rely on gut feelings, hunches, or plain guesswork. The data revolution changed that. For Decrypt, ‘data-driven decision making’ is not just a sound-byte, it is our foundation.

Consumer Insights has several benefits and has basically defined modern marketing. It helps in:

• Knowing your customer and your market: Identifying your ideal consumer profile, viability of target market and the size of the market. Check out Decrypt’s ‘Know your customer’ solution here
• Create and communicate your best offer: Identify the perfect pricing, design the best packaging and create the ideal communication for your consumer. Check out Decrypt’s solution suite here
• Measure and Optimize Customer affinity with Marketing: Measure and enhance the affinity of consumers to your products and solutions using the right product, media and marketing mix. Check our solution suite here
• Build Memorable Brands: There are billions of brands worldwide, but only a few of them connect with consumers. Check out our Brand health solutions here
• Understand shopper behaviour: How, where and when do your customers shop. Discover how Decrypt can support you here
• Enhance Experience & Retain your customers: Enhance the customer experience of your brand and build lifelong relationships to retain customers. Check our CX solutions here

• Qualitative Research: Explores subjective insights through methods like interviews, focus groups, and open-ended questions.
• Quantitative Research: Gathers numerical data and statistics through surveys, polls, and structured questionnaires.

For years, consumer insights used stated response as a gospel truth. Consumers are expected to give specific answers to specific questions. However, the assumption here is that the consumer can completely & in an unbiased manner share their preferences, behaviors, and motives. Behavioral science and neuroscience confirm these as unfounded. Consumers are unable to truly report what they think, want, or like. There is a large discrepancy between consumers’ intentions and what they do, so that it is incredibly difficult to predict which products will be successful in the market, no matter how much traditional research has preceded their launch.

Whoever wishes to unravel consumer behavior will need to investigate the subconscious brain. This is exactly what neuromarketing does – tracking entire brain activity and mapping how the brain responds to brands, content, packaging – the works.

Explore our AI enabled Neuromarketing solution suite here

Electroencephalography (EEG) is a neuro-research technique that measures brain activity. It's a widely used technique in neuromarketing research to measure cognitive processes, such as calculations, to predict consumer behaviour.

Here are some essential terms:

• Target Market: The specific group of consumers a business aims to reach with its products or services.
• Demographics: Statistical data about a population, such as age, gender, income, and education.
• Psychographics: Information about consumers’ attitudes, interests, values, and lifestyles.
• Focus Group: A moderated discussion with a small group of people to gain qualitative insights.
• Sampling: The process of selecting a subset of a population for research purposes.
• Segmentation: Dividing a market into distinct groups based on specific characteristics, such as behavior or demographics.
• Brand Equity: The value of a brand as perceived by consumers, based on recognition, reputation, and loyalty.
• Net Promoter Score (NPS): A metric used to measure customer loyalty and satisfaction based on their likelihood to recommend a company.