Ever asked someone why they buy your product or brand? The typical answers are often rational, e.g. it is convenient, it was on sale or a good price, something I have always bought.

As marketers and researchers we need to understand that the decision-making process is much more complex than the immediate rational response and more importantly brands cannot win on rational responses alone.

The core strength of Beyond the Narrative is we are able to move beyond the obvious and known to understand the deep-seated, unconscious drivers of behaviour and how culture is impacting this.