CMI Adds Behavioral Economics Solution yChoose

Atlanta, GA-based, behavioral insights and consultancy firm CMI has announced a third option within its behavioral economics-based solutions suite. Named yChoose, the tool helps identify what influences consumers in their decision-making, to help marketers out-perform the competition.

yChoose, which follows existing BE solutions yPrescribe and yQuote, uses an interactive selection exercise to simulate a consumer's choices during a given purchase decision. Consumers make 'rapid-fire and real-world decisions based only on the information they feel they need in a controlled environment'. Multiple stages are used to reveal what influences consumers at each step in a buying process.

According to VP of Client Services and former Coca-Cola exec Steve Flynn, 'Modern technology means that attention paid to various elements is increasingly bifurcated, thus we continue to rely more heavily upon cognitive shortcuts to make everyday decisions. yChoose is a unique integrated approach which gets at the what, how and why all in one study. Companies have used traditional choice-based models to identify compensatory characteristics in consumer decision-making, but few have approaches that are based on unveiling heuristics'.

Web site: www.cmiresearch.com .