Understand consumer motivations – from classical theory to current thinking

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

This course provides a conceptual framework for how we approach consumer thought – illuminated by current thinking in consumer psychology, neuroscience and behavioural economics, as well as the latest consumer trends. This is underpinned by methods including semiotics, observational research and other exploratory techniques.

The course demonstrates the links from classic sociology, psychology and ethnography,

looking at how these still impact what we do as researchers today and how some of these founding principles are being challenged through new approaches and theoretical constructs.

It is designed to provoke debate and challenge accepted thinking. On a practical level, it will inform you of the latest theories in the field and allow you to deliver this into your business. It also offers examples of how these principles are being applied in research and marketing.

Learning outcomes
  • An appreciation of the classical and current thinking in consumer psychology
  • How innovative techniques are being used to address some of the more challenging aspects of understanding consumer think
  • Examples of how these frameworks and tools are practically applied to research problems
  • Applying these to your day-to-day work – be it questionnaire design, analysis, reporting of data or simply promoting the consumer view internally
Who will benefit

Anyone needing to keep abreast of how consumers think. The course is aimed at a more introductory level, with a top-level view of some the schools of thought (both classical and contemporary) and how these have influenced modern day market research. 

“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

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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