CONSUMER BEHAVIOR RESEARCH
Who has never been caught saying that they do one thing but, in reality, do the exact opposite?
We conduct consumer behavior and opinion research, using a theoretical approach that reveals the entanglement that lies behind decision making process.
It enables us to understand what is really at stake when we choose a product or evaluate a service.
THEORY
Morphological Psychology, developed by Professor Wilhelm Salber in Germany, states we make up our minds based on the tension between six different motivations.
IMPACT
IMPACT
IMPACT
TRANSFORMATION
The need for individuality and to exercise our unique and personal preferences.
EXPANSION
EXPANSION
EXPANSION
TRANSFORMATION
The need to dream and conquer.
The desire to overflow and reach new levels of achievement.
ACQUISITION
ACQUISITION
ACQUISITION
TRANSFORMATION
The need for continuity and security.
The desire to maintain what has been acquired.
STRUCTURE
TRANSFORMATION
The need to follow guiding rules.
The desire to adapt to social expectations and structures.
STRUCTURE
STRUCTURE
RESOURCES
TRANSFORMATION
The need to equip oneself and to possess resources.
It results from the understanding of our individual limitations.
RESOURCES
RESOURCES
The need for change.
The desire to abandon the stagnation of security and move forward.
TRANSFORMATION
TRANSFORMATION
Products and services play an important role
compensating these tensions.
Morphological Psychology helps us uncover
emotional structures - unconscious, in most cases - that influence decision making.
Rational answers are the result of a complex mental process.
The focus of the research should not be on the answer itself, but on how the answer emerges.
CASES
PEOPLES AND NATIONS
Face to face qualitative research
Assessment of the history,
the day to day life and desires of refugees living in Rio de Janeiro.
ANTIPERSPIRANT
Morphological research
Deep psychological understanding of deodorant usage and TVC evaluation.
MOBILITY AND
ELECTRIC RECHARGING
Online qualitative research
In-depth analysis based on
the perception of different
stakeholders.
TOOLS
In order to understand psychological motivations in all
their complexity, we use 90-120 minutes in-depth interviews,
where people are encouraged to get in touch with unconscious feelings, thoughts and memories.
These can be combined with other techniques, such as focus groups, participant observation and so on.
We conduct both qualitative and quantitative market and consumer behavior research throughout Brazil.
ABOUT ME
I graduated from PUC-Rio with a degree in Psychology I continued my education with a specialization in Morphological Psychology from KAMM – Kölner Akademie fur Markt und Medien Psychologie (currently rheingold Akademie) in Cologne Germany, and also in Market and Opinion Research from UERJ and a Master's degree in Cultural Assets and Social Projects from FGV-RJ.
My work as a researcher is the result of twenty years of experience in consumer behavior studies for both Brazilian and foreign companies and institutes in addition to my former position as a research manager at L’Oréal Brazil.
Moreover, I’m a psychoanalyst and take part in the Rio de Janeiro Psychoanalytic Circle, in the Freud Cultural Institute and in the NGO Mapa do Acolhimento.
CLIENTS
