Jul 29

Turning unconscious behaviour into insight

I’ve just watched a video on ethnosnacker which really brings to life how ethnographic research can uncover and rationalise unconscious and seemingly irrational behaviour. The video shows two shoppers making purchase decisions and they both illustrate a four step process all shoppers go through. the four steps are:

  1. find a reference point
  2. compare other products against the reference point
  3. chose the product
  4. final check

This insightful model has had profound impact on point of sale design across many categories. Very impressive – good one Siamack.

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