Travel
Travel planning doesn’t look the way it used to. There are more tools involved, more options to choose from, and more ways for people to approach a trip. But what’s more noticeable is how decisions are taking shape along the way. Across the UK, a few patterns are starting to show up consistently. They don’t […]
Psychology
Most businesses believe they understand their customers. They’ve built personas. They’ve run surveys. They’ve looked at the data. And on the surface, it feels like enough. But knowing your customer isn’t just about what they say, or how they look on paper. It’s about understanding what actually shapes their decisions, the small moments of hesitation, […]
Consumer Trends
Most teams don’t struggle with a lack of insights. They struggle with a lack of impact. Research is conducted. Reports are shared. Findings are implemented. And yet behaviour stays the same. Products don’t move. Campaigns don’t land. Decisions feel informed, but outcomes don’t change. This isn’t because the insights are wrong. It’s because they are […]
UX Research
AI has transformed insight work almost overnight. Tasks that once took weeks can now be completed in minutes. Vast datasets can be processed instantly. Patterns emerge that no human analyst could reasonably spot alone. In many organisations, AI now sits at the centre of research, analytics, and decision-making. And genuinely that’s progress. AI is fast, […]
UX Research
Ask two researchers to repeat the same study and there’s a good chance they won’t get the same results. That’s the core of the replicability problem. Replicability simply means: If you repeat a study, you should get the same outcome. But across behavioural science, this often isn’t happening. In fact: Around 70% of scientists say […]
Subconscious
What is the Say-Do Gap Ask people what they want, and they’ll tell you. Watch what they do, and it’s often something very different. That’s the say–do gap. It’s the reason why research answers don’t always match real market behaviour. People say one thing in a survey but behave differently when the decision is real. […]
UX Research
AI is everywhere. But not everything that’s called “AI” actually is. From skincare to customer service bots, “AI-powered” has become the new marketing currency. Unfortunately, many brands use it without backing it up, leading to what experts now call AI-washing: overstating or misrepresenting the role of AI in a product or service to appear more […]
Travel
Unlocking Traveller Behaviour with Emotional Insights The travel industry is evolving rapidly, and 2025 is shaping up to be a year of major shifts in traveller behaviour. With growing demand for authentic experiences, AI-driven personalisation, and deeper emotional connections, tourism brands must understand not just where people want to go—but why. A recent BBC article […]
Subconscious
Do you know what is motivating your supporters? In order to influence donors, we need to understand their motivations. At Emotional Logic we help charities understand charity supporter motivations through psychology. Here is an example how our research makes a difference: Within the population we have outer-directed and inner-directed people. An outer-directed person likes to […]
Subconscious
The myth of the rational consumer We like to think of ourselves as rational beings – waltzing through life always making the wisest decisions for ourselves and others, buying products based on careful analysis of benefits and drawbacks, whether it’s a trivial, everyday purchase or a more involved, high value one. If a market researcher […]
Subconscious
In consumer research, it is often easy to forget the human beings behind the data, each with their own stories – including their fears, their motivations and their emotions. Closeness to the customer ensures the individual feels valued and heard – the person does not feel like just another number, neither that they are there […]
Subconscious
What products make you stand out? The goal of any product is to meet the needs of the consumer. The greater the connection between the two, the better the chances of a successful and long-lasting product life. Crucially, brands should complete comprehensive research of their product concepts prior to launch. After all, up to 90% […]
Emotions
AI is currently a hot topic, increasingly used in many realms – including in Market research. There are many advantages to using AI, however, since its full impact has not been understood as of yet, there are some questions we should be asking before using AI to research consumer behaviour. Here are 5 of ours: […]
Subconscious
Is your brand too reliant on the conscious mind? Have you ever tried to remember what you bought the last time you went to the supermarket? And by this we mean every single item you put into your trolley and through the till at the end. And going even a bit further, how about all […]
Subconscious
Return on investment is a widely established metric in any business sector – why should market research be any different? Yet for a long time our industry seemed to be relatively exempt from scrutiny, but that’s changing as in recent years insight managers are being held increasingly accountable for their investments. This means that now […]
UX Research
Did you know that web users are only consciously aware of 30% of the browsing process. It is the unconscious mind, system 1 reactions, that is actually in charge of the majority of the browsing process. Is your current user experience research measuring this? Traditional moderated user experience research may miss up to 70% of […]
Subconscious
Persona development is the cornerstone of human-centred design and marketing. Creating personas will help your team more easily understand the needs and expectations of your customers. Well-formed personas help you develop better products, services, communication and experiences for your customers and galvanise your team behind a common language within the organisation. But not all personas […]
Subconscious
In-store decisions are made quickly. Within the initial 3-5 seconds a shopper will have decided whether to pick up a product or move on. That doesn’t leave a lot of time for your brand to be noticed, especially in categories with many me-too products. Those few seconds are vital as shoppers scan aisles and use […]
