Consumer motivations from classical theory to current thinking.

The aim is to provide a conceptual framework to how we approach consumer thought – illuminated by up to date thinking in consumer psychology, neuroscience and behavioural economics as well as the latest consumer trends, underpinned by methods including semiotics, observational research and other exploratory techniques. The course demonstrates the links to research from classic sociology, psychology & ethnography, how this still impacts on what we do as researchers today and how critical reassessment of some of these founding principles are being challenged through new approaches & theoretical constructs.

Who will benefit from this course?

Anyone needing to keep abreast of how consumers think but the course is aimed at a more introductory level, with a top level view of some the schools of thinking (both classical and contemporary) and how these have influenced modern day market research. The course is designed to provoke debate and challenge accepted thinking. On a practical level, it will keep attendees informed of the latest thinking in the field and allow them to deliver this into their businesses. It will also offer examples of how these principles are being applied in research and marketing.

Aims and objectives:

  • To provide a clear framework for consumer thinking to be applied to anyone approaching research planning, execution, analysis or reporting – to be able to provide a contextual framework to primary data
  • To have tangible examples of how these new directions are affecting the way we do research
  • To enable a better understanding of how we think – as consumers, as individuals, as groups and as humans

Learning outcomes:

  • Have an appreciation of the classical and current thinking in consumer psychology
  • Have an appreciation of how innovative techniques are being used to address some of the more challenging aspects of the understanding consumer think
  • Have examples of the practical applications of these frameworks and tools to research problems
  • Be able to apply these to their day-to-day work – be it questionnaire design, analysis, reporting of data or simply promoting the consumer view internally
“A comprehensive review of behavioural principles, with lots of examples.”

Anna Leggett, Firefish
07 October 2016

“Very insightful, lots of food for thought.”

Hannah Ely-Taylor, The Walt Disney Company
07 October 2016

“Intro to Psychology, tailored to group needs.”

Lee Thomas, Tesco Clubcard
07 October 2016

“Really interesting.”

Abigail Shenton, Tesco
13 April 2016


Chantal McDowell, Tesco
13 April 2016


The Hive
47 Lever Street,Manchester,M1 1FN

Lewis started his MR Career at Join the Dots early
in 2014 after studying Psychology (BSc Hons) at The University of Manchester.
He’s always been interested in consumer psychology and his accounts demand an
understanding of many different kinds of consumer mind-sets from FMCG to
banking and insurance. Lewis specialises in our online communities where we can
extra close to consumers over time to truly get to know what’s important to
them and how they make decisions. Recently, Lewis spent three months in a major
FMCG retailer to get closer to the team and see how consumer research gets used
in larger organisations.
Lucy is an experienced researcher having worked in
the industry for around 4 years. She started her career in the pharmaceutical
sector before moving into consumer research at the start of 2017 to broaden her
skills and get closer to the consumer mind-set. At Join the Dots she works
across a range of sectors including FMCG, retail, travel and beauty. Lucy has
always been interested in understanding why people think and behave the way
they do. She studied languages at university and spent a year living in Italy,
immersing herself in Italian culture which sparked a real passion for
understanding people and different communities.

Additional Information

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