Consumer psychology
The behavioural science behind why people buy
Inspector Insight reads the evidence on consumer decisions and states it plainly, for marketers, brand managers and insight professionals who have to act on it.
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Evidence, methods and brand thinking, written to be used rather than admired.
How the Rebel Archetype Drives Challenger Brands (2026)
How the rebel archetype drives challenger brands: naming an enemy, refusing category conventions, and turning structural disadvantage into a reason customers…
How the Hero Archetype Shapes Advertising Campaigns (October 2026)
How the hero archetype shapes advertising in : the five defining traits, the narrative beats, real brand examples, the failure modes and…
How to Use Brand Archetypes in Modern Marketing (October 2026)
How to use brand archetypes in modern marketing in : pick the right one from evidence, build positioning, apply it in every…
How to Audit a Brand Before a Redesign: A Practical Guide 2026
Learn how to audit a brand before a redesign in , uncover gaps, test perceptions, and build a focused brief your team…
How to Test Brand Names with Consumers in 2026: 7 Steps
Learn how to test brand names with consumers using clear research steps, practical methods, decision criteria, and common mistakes to avoid before…
How to Reposition a Brand Without Losing Loyal Customers (2026)
Learn how to reposition a brand without losing loyal customers in : protect the trust that made them stay, test the new…
How to Refresh a Brand Identity Without a Full Rebrand (2026)
How to refresh a brand identity without a full rebrand in : audit your assets, sharpen positioning and messaging, evolve the visuals,…
How to Run a Brand Naming Process: A Step-by-Step Guide 2026
Learn how to run a brand naming process that works: brief, research, generate, screen, test and clear names legally. A step-by-step guide.
How to Write a Brand Purpose That Does Not Sound Fake (2026)
How to write a brand purpose that does not sound fake: name the change, find the belief, cut the jargon, then test…
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Editor’s note
Every article here begins with a question someone actually has to answer at work, and follows the behavioural research as far as it honestly goes. Where the evidence is thin or contested, this site says so rather than rounding it up into advice.
About this site
What Inspector Insight is for
Inspector Insight explains the behavioural science behind buying decisions: the research methods behind a finding, the pricing cues that move a choice, the signals a brand sends before anyone reads a word of it.
It is written for marketers, brand managers, insight professionals and students of consumer psychology who need the thinking stated in plain language.
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