So what really drives consumer decisions?

To gain both insight and understanding, rational and emotional feedback is needed.

Emotions drive trust and confidence. Rational attributes and benefits make good copy, but don’t always add up to the “why” a person selects a product or service. It’s the underlying emotions that trigger consumer preference. And a lot of the time, they aren’t so easy to understand.

Consumer research can uncover those triggers. . . . But not just any research. Sage Projections has been successful at identifying the key emotional drivers for a number of different products and categories.

We can help you uncover what your customers are thinking — and feeling — about your service or product.