Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Introducing The WHY Code

Understanding the drivers behind consumer decisions

Gary Brown

on 31 January 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Introducing The WHY Code

Conscious Choices allow you to analyse decision shortcuts, rational
and post-rationalised criteria Lifestyle Statements allow you to look at how semi-conscious values
drive category and brand usage 193 primal words are
tested on a 7-point scale
including... A factor analysis is then used to create 12 imagery fields... ... which can then be used to analyse the "share of mind" of a particular consumer group... Subconscious Stimuli allows you to connect with consumers’ deep subconscious imagery Social DNA is determined by an individual's combination of 'cultural' and 'economic' capital 100s of TGI variables are used to assess Social DNA 9 mutually-exclusive segments have been created based on the combinations of cultural and economic capital. They have then been mapped... The social DNA map can then be interpreted according to the type of leisure activities most associated with each segment... Social DNA allows you to discover the roots of consumer tastes and preferences Here are examples of how they look in the TGI questionnaire... Examples of Lifestyle Statements Introducing The WHY Code The Evolution of TGI Life Statements
Full transcript