Abstract:

Today, with global markets developing, the major challenge for consumer research is to find innovative models to turn data into fundamental insight in buying motives. This presentation introduces evolutionary theory as the foundation of a new, global motivational research approach, focusing on the ultimate why of consumer behaviour. To create actionable insight, a new measuring method and marketing model based on the evolutionary costly signalling theory will be presented along with results of the scientific and commercial validation of the model and online visual projective test.