Studying consumer motivation is the process of finding out why consumers buy one product or brand over another.
The only way to understand consumer motivation is to understand consumer emotion, because people make decisions
based on their emotional needs. The Right Brain Approach is an in-depth research methodology designed to uncover
emotional drivers within the context of a particular service, brand or product.
A company's brand identity is communicated every single time the brand touches the consumer, whether it be
through service, sales, investment strategies, suppliers, lenders, marketing or advertising. Understanding consumer
emotion gives an organization strategic direction within all of these consumer touch points. Research into consumer
motivation and emotion is not an expense, it is an investment with broad reaching benefits impacting all operational
elements within an organization that tie into the brand.