Forbes Rolls Out Model to Evaluate Buying Behavior

US-based agency Forbes Consulting Group has rolled out a new research model called MindSight, which aims to identify and explain the subconscious emotions that motivate consumers and professionals to buy.

The company was founded in 1985 and is based in Lexington, MA. Its portfolio of services combines qual and quant research, consultation and ideation to explore the links between psychological insight and business strategy.

The new MindSight solution uses a patent-pending technique of applied neuroscience to obtain what it calls 'emotional insight' from people before their conscious mind can 'edit responses'. The solution offers a statistically validated library of 'emotionally evocative' images, displayed in an Emotional Discovery Window for respondents to react to. Each image is linked to one of the nine emotion categories found in the firm's 'Unified Model of Human Motivation'.

Founder and CEO David Forbes says the tool is suitable for both small qual studies, as well as large-scale quant studies. He comments: 'Leveraging our 30 years of research experience, MindSight is a breakthrough technology for our clients to gain a better understanding of the specific emotions that influence buyers' decision-making. It allows us to talk directly to the emotional brain'.

Web site: www.forbesconsulting.com .