Video: From Tracking to Understanding: Getting to the Root of Consumer Behavior



Over the past few years, talk about how the pandemic has uprooted life in America and has become so common it’s practically cliche. What’s less often discussed is the impact the pandemic has had on the consumer insights industry itself. In light of the largest economic shake-up in recent history, it’s no longer sufficient for leaders in the market research world merely to track consumer attitudes and sentiments. If we want to get ahead of the next major event — whether it’s another pandemic or an economic recession — we need to understand the fundamental forces that shape human behavior. In this presentation, Zack Nippert and Brian Kurilla will demonstrate how CivicScience leverages tools from psychology and data science to deepen our understanding of what drives consumer behavior — focusing on everything from personality and emotional well-being to the most elusive of human emotions, trust.