We wish it was that easy. There’s a time and a place for surveys and focus groups, but they are rather misleading in deciphering the true reasons why people buy.

Of about 95% of their purchases, consumers either aren’t able or willing to put their true buying motives in words. A certain product simple feels like the best choice, which is only rationalized after the fact.

Brand identity is the force driving most purchases of fast moving consumer products. That identity is shaped by a network mental associations that rarely reach consciousness, yet have a profound impact on a brand’s sales. Amsterbrand’s implicit research methods are able to discern the strength of any brand association.