Moving a step further in the research techniques, TNS, a market information provider, has launched NeedScope System, which combines the features of TNS’ global solution with the former NFO’s Impsys, strengthening motivational research expertise. The aim of this effort is to get into the subconscious minds of the consumer to ascertain the implicit driver of behaviour/decision making.
Motivational research is a fast growing area due to increasing client needs to differentiate brands beyond functional features. The new NeedScope System helps clients build and manage brand and product portfolios by understanding better all layers of consumer needs and brand perceptions – from functional to social and emotive.
Amaury de Condé, Managing Director of the portfolio of Business Solutions at TNS was quoted in an official communiqué as saying, “Marketing and brand gurus are advising marketers to seriously consider the strong influence emotions have on purchase decisions. They state that 95 per cent of our purchase decision-making takes place in the subconscious mind. TNS’ new NeedScope System offers the only projective research system worldwide with a validated framework to understand what really drives consumers. It helps our clients to segment consumer needs and position brands, with insights far beyond what traditional research offers”
Committed to delivering the best motivational research system worldwide for both qualitative and quantitative projective research, TNS now owns 75 per cent of the new NeedScope system, while the founders, NeedScope International, will retain the rest 25 per cent.