How We Do It

Behavioral Science

Behavioral Science helps marketers build brands, products and services by providing a holistic understanding of the consumer, consumer behavior, and what companies can do about it. Our frameworks combine marketing concepts, traditional research techniques and new approaches rooted in social, motivational, and evolutionary psychology.

Problems We Solve

Behavioral Science measures the emotional and less conscious drivers of consumer behavior to help guide business decisions.

Implicit and Non-Conscious

Understanding Consumer Behavior

Motivations

Importance of Brand Identity

Stereotypes

Bias

Habits

Implicit and Non-Conscious

Understand what associations consumers make with your brand and that of key competitors using LRW’s Rapid Choice^® survey tool and Implicit Brand Image Decoder^® (IBID^®). Extract insights from open ends by using Linguistic Coding to unlock the subtle meanings of their language.

Consumer Behavior

Understanding how consumers really feel about your brand or product will help you diagnose strengths and weaknesses and fine-tune your marketing. Our Emotional Circumplex model and Linguistic Coding can help you identify consumers’ specific feelings and anticipate consumer behavior.

Motivations

Understand how you and key competitors satisfy each of your consumers’ BASE needs (Belonging, Appeal, Security, Exploration), and the degree that this drives purchase behavior. This analysis can help you with segmenting, targeting, positioning and message development.

Importance of Brand Identity

Consumers who identify with brands often become brand advocates. Our Implicit Identity Mapping^® tool determines the degree to which consumers identify with your brands. This can help you better predict their purchase behavior, loyalty, and likelihood to recommend than affinity metrics alone.

Stereotypes

Stereotypes are who we are as humans and who companies are as brands. You can leverage 70 years of science on the implicit associations, social stereotypes, and identity by using our Brands as Stereotypes^® tool.

Bias

Stereotypes, attitudes, or biases impact consumer behavior. All of a person’s past experiences, many of which they can’t consciously recall, inform their preferences. Our research design consulting addresses biases that can affect study results and your credibility.

Habits

Understanding how to create more of the habits we want, less of the habits we don't, and disrupt the habits that benefit our competitors, we build strategy and marketing that builds upon rather than fights against consumer behavior. Material's Habit Illumination leverages the latest behavioral science and data-driven analytics to drive growth, build loyalty, and fuel innovation.

Learn More

Implicit and Non-Conscious

Understand what associations consumers make with your brand and that of key competitors using LRW’s Rapid Choice^® survey tool and Implicit Brand Image Decoder^® (IBID^®). Extract insights from open ends by using Linguistic Coding to unlock the subtle meanings of their language.

Understanding Consumer Emotions

Understanding how consumers really feel about your brand or product will help you diagnose strengths and weaknesses and fine-tune your marketing. Our Emotional Circumplex model and Linguistic Coding can help you identify consumers’ specific feelings and anticipate their behavior.

Motivations

Understand how you and key competitors satisfy each of your consumers’ BASE needs (Belonging, Appeal, Security, Exploration), and the degree that this drives purchase behavior. This analysis can help you with segmenting, targeting, positioning and message development.

Importance of Brand Identity

Consumers who identify with brands often become brand advocates. Our Implicit Identity Mapping^® tool determines the degree to which consumers identify with your brands. This can help you better predict their purchase behavior, loyalty, and likelihood to recommend than affinity metrics alone.

Stereotypes

Stereotypes are who we are as humans and who companies are as brands. You can leverage 70 years of science on the implicit associations, social stereotypes, and identity by using our Brands as Stereotypes^® tool.

Bias

Stereotypes, attitudes, or biases impact consumer behavior. All of a person’s past experiences, many of which they can’t consciously recall, inform their preferences. Our research design consulting addresses biases that can affect study results and your credibility.

Habits

Understanding how to create more of the habits we want, less of the habits we don’t, and disrupt the habits that benefit our competitors, we build strategy and marketing that builds upon rather than fights against consumer behavior. Material’s Habit Illumination leverages the latest behavioral science and data-driven analytics to drive growth, build loyalty, and fuel innovation.