To help businesses understand what their customers are truly thinking, customer experience agency Track NZ and business psychology organisation Innovatio Bubble are gathering new research that focuses on conscious and unconscious decision making.
Surveying 1200 Kiwis weekly for the next three weeks and monthly thereafter, Track NZ will report psychological insights and observations as New Zealand navigates through the levels of lockdown. The information will then be shared to interested businesses and marketers.
The first recently released study looks at how the covid-19 pandemic is affecting Kiwi consumers. Named ‘Connecting with Customers during Uncertainty’, the research uses techniques to gather and compare both the conscious and non-conscious thoughts of Kiwis.
CEO of Track NZ Rob Limb says the insights gathered by this market-fist methodology is an invaluable source for businesses as they navigate an uncertain future brought on by covid-19.
“Customers are a business’ most important asset. They are the engine room for growth,” he says.
“In an uncertain world we need to think differently about how we connect with them and we cannot assume our messages will land as we think they may. Understanding how they really think and feel will be invaluable as we move forward.”
The last 30 years of research has shown that people’s decision making is influenced more by non-conscious factors than conscious ones. Harvard professor Gerald Zaltman found consumers thoughts often contradict to what they say.
“This new approach sets out to incorporate science and empathy to help our clients and other New Zealand businesses unlock customer truths to help generate a more meaningful connection with consumers,” says Limb.