Is it possible to predict human decision-making? Using qual and quant to understand the context and emotion behind why people make choices

Nina Kanin and Zehra Odunayo

The Streetbees platform aims to address the complexity of human decision-making by capturing real behaviour, emotion and context in the moment of consumer choice.

The pressure for innovation and relevance is increasing, but traditional research is not sufficient for identifying patterns and opportunities. Streetbees shows that it is possible to more accurately predict human decision-making through qualitative insights at quantitative scale. This paper highlights the need for change in the way businesses engage with consumers. It identifies the fundamental flaws within traditional research, before uncovering a new way of doing consumer research.

Part one: The landscape has changed

Category competition is compelling all to better understand consumer behaviour

Every year, 30,000 new FMCG products are launched to compete for the attention of consumers. In...

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