Have you ever arrived at your destination and thought, "How did I get here?"
Chances are, your subconscious brain was in the driver's seat.
While it may seem surprising, this reality holds profound implications, especially when it comes to understanding consumer behaviour!
Research shows that an estimated 95% of our decisions are made by the subconscious mind. This means that most of what drives our daily actions, preferences, and even the choices we make happens without us realising it!
It is why we love the famous quote from David Ogilvy: “Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say.”
Our brains are a powerhouse, consuming about 20% of the body's energy despite making up only 2% of its weight. That's roughly the same energy used by a 20-watt light bulb! To manage this energy demand, our brains rely on subconscious processes to make quick, efficient decisions. If our brains had to process every decision consciously, it would be extremely mentally exhausting!
This efficiency isn't just about small decisions like choosing a meal or drink. It extends to things like brand loyalty, menu design, and even the ambiance of your establishment.
The Stroop Effect: read aloud the colour of each word, not the word itself, as quickly as you can: BLUE RED GREEN YELLOW GREEN YELLOW RED BLUE RED BLUE YELLOW GREEN
Did you find yourself hesitating? This is your subconscious mind at work, demonstrating how deeply ingrained associations can influence our speed and accuracy in decision-making. Now imagine how this plays out when your customers are making choices in your establishment!
Gerald Zaltman first claimed the 95% subconscious decision making in 2003 after conducting FMRI studies on the brain’s response to advertising. This was around the same time when interest in consumer neuroscience was building and started to demonstrate that advertising, branding, and other marketing tactics can have measurable impacts on the brain.
At Truth Be Gold, we believe that context is key. While many decisions are subconscious, some—like purchasing a car—require more conscious and rational thought. However, in the realm of fast-moving consumer goods (FMCG), subconscious habits tend to reign supreme.
One fascinating insight from research is how habits formed through repetition shape our decisions. Once a habit is established, it creates an established neural pathway and bypasses conscious thought, making it difficult to shift consumer behaviour. For example, a consumer might always choose a specific coffee brand without really thinking about it, even if a more suitable or better-tasting option is available. Understanding these habits and the emotional connections tied to them allows brands to strategically influence change.
Moreover, the way our brains process information plays a critical role in how consumers interact with your offerings. For instance, the subconscious mind processes visual cues, smell and atmosphere much faster than the conscious mind. This means that elements like lighting, colour schemes, and even the layout of a menu can heavily influence decisions without the consumer even knowing!
For businesses, this is where the power of neuroscience research comes in. If a large proportion of decisions are happening under the radar, traditional surveys and conscious feedback can only capture a fraction of the truth. Understanding subconscious preferences—what truly drives a consumer to choose one dish over another, or why certain environments lead to repeat visits—is key to staying ahead of the competition. This is why neuromarketing and consumer neuroscience are invaluable tools, especially when blended with traditional qual and quant research methods, which is what we at Truth Be Gold specialise in implementing.
In conclusion, the fact that we are only consciously aware of a small percentage of our decision-making underscores the importance of research that digs into both the conscious and subconscious. This means marketers can create more impactful, engaging, and successful consumer experiences. Leveraging these insights to ultimately bring a stronger connection with your audience to understand their deeper motivations and emotional triggers.
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