To change a business or brand we need to change behavior. To do this we must understand why people behave as they do now and in turn how we can influence them to change.
If I think about myself for a moment, the challenge becomes clear. I don’t always really know why I do the things I do. I misplace my keys, I get distracted, sometimes I am just on autopilot, thinking about something else. Half the time I struggle to explain things to myself, let alone to someone else. I am surprised how illogical I can be, and at times how downright emotional I can get.
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Treasure maps have long appeared in works of fiction to mark the location of buried treasure, a lost mine, a valuable secret or a hidden locale. In Sir H.Rider Haggard’s popular Victorian novel, King Solomon’s Mines, a group of adventurers led by Allan Quatermain, follow the clues on a mysterious map into the African subcontinent, to find the lost treasure of fabled King Solomon.
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A frequently heard phrase for market research executives (from their clients) is… “We need more insights!”. Indeed, many a young researcher has found himself lashed to the crow’s nest of a larger brand tracker for months looking for site of these elusive beasts.
In Jules Verne’s classic 19th century novel, 20000 Leagues under the Sea, Professor Aronnax and master harpoonist Ned Land, spend many fruitless months searching for a mysterious monster, believed to be a giant narwhal.
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