Hardwired™

A completely new kind of qualitive research tool.

What people feel is a much better predictor of behaviour than what they think. Hardwired™ enables us to plot the ‘emotional journeys’ that our audiences take when they are asked about a particular topic – so we can draw conclusions about what their behaviour really will be, instead of what they say it will be.

The series of questions we use are designed to elicit the feelings and reactions that lie below the top of mind thoughts and assessments. In our experience, in research and focus group situations, people will often give an answer they think is ‘correct’ – which could be a generally-accepted stock answer, an answer that reacts to what the people around them are saying (either agreeing, or purposefully contradicting, so that the person is perceived as ‘smart’ or ‘individual’), or what they believe the interviewer wishes them to say. When using Hardwired™, you need to ensure you dig below the ‘surface’ of the answers, and ask: how did this make you feel? What did you feel like doing then? That is where the true insights lie.

There are only a limited number of shared universal emotions. This means we tend to find very similar Hardwired™ patterns between even those interview subjects who would be quite different and separate in the usual segmentation models. This means we can make good initial assumptions and draw sound conclusions from a relatively small pool of interview subjects.

To see Hardwired™ case studies, get in touch with us any time.