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“ 95% of the purchase decisions happen in the subconscious”. Yes, you read it right! 95% of the purchase decisions happen in our sub-conscious — according to research performed by Harvard Business School professor Gerald Zaltman. For the uninitiated, or someone new to the consumer insights industry, this is a revelation. Indeed, when I think of it, I cannot give a reasonable explanation to why I chose to drink orange juice over apple juice at a party last night. Both the options were in front of me, some neurons fired in my brain and my hand just steered towards the orange juice. This research from Prof. Gerald also made me think that how companies can understand what’s happening in cons... Full story

1 January