Understanding consumer judgments and

purchase behavior is the key to marketing success. 

In today’s data-driven business culture, executives make decisions based on market research and data analytics.  These data sources can mask the human perceptions and motivations which determine customer behavior. 

PNMP works with senior executives on marketing issues and challenges that require deeper understanding.  For example …

Learning the Perceptions and Motivations of Customers and Prospects

·         For a leading advertising agency with the expertise of marketing products and services to the very wealthy:  We developed psychological profiles of consumers who purchase luxury brands.  PNMP created a matrix that related psychological profiles to luxury categories as a template for strategic development.

·         For a specialty publication that has been serving its market for over fifty years:  We discovered a psychological segmentation of readers that the magazine’s editors and publishers were not aware of.  Based on psychological analysis, PNMP recommended editorial and marketing strategies to address the needs and interests of this segment.

Understanding Judgments and Purchase Decisions Related to Communication and Positioning

·         For a major financial products company that markets mutual funds to professional advisors:  We learned how financial advisors make judgments about funds and we identified their process for selecting a mutual fund for a client’s portfolio.  PNMP then evaluated client and competitive advertising against these judgment and decision factors to provide insights into creating effective advertising for this target group.

·         For a top-ten, worldwide oil and gas producer with operations in the western states of the U.S.:  We developed a psychological analysis of supporters of and resisters to drilling, for use in the development of a strategic communications plan.

Analyzing Judgments and Purchase Decisions Related to Product Development and Marketing

·         For an international fragrance and cosmetics company considering introduction of a new product into the U.S. market:  We assessed the psychological response by the target group to multiple concepts.   Based on analysis of negative response, our recommendations resulted in abandonment of the project.

·         For one of the largest international publishers of consumer magazines:  We explored the process by which consumers make selections and purchase decisions of their lead publication at the newsstand.  PNMP recommended cover design factors that will maximize retail sales.