Abstract:

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The results obtained are actionable since they permit linking generally unconscious psychological benefits with palpable functional attributes and measurable brand image attributes. Due to the latter, it is possible to define solid communication and positioning strategies, rooted in the deep motivations of the consumer.