Unpacking Minds. Uplifting Goals.
Where Consumer Psychology Meets Your Vision
Context
Mindset
Perception
Decisions
Successful marketing explores both what people do and why they do it.
Whether your goal is creating loyal customers, building brand equity, or promoting public health, our psychology-based approach to marketing research reveals the hidden drivers that truly motivate your audience.
Who We Are
Passionate researchers uncovering insights at the crossroads of psychology and marketing.
This consultancy was born from years of behind-the-scenes research for agencies, nonprofits, and market research firms. Now we work directly with visionaries like you who want to understand their audience and spark genuine change.
We bring a psychology-led perspective to market research, combining behavioral science, emotional insight, and cultural context. Our approach is especially useful when your audience isn’t easily categorized, when campaigns need to resonate across cultural lines, or when behavior change is the goal.
Bringing depth and breadth of expertise.
Our team blends diverse expertise with backgrounds in market research, experimental and clinical psychology, communications, community health, marketing, data analysis, and project management. With our founder's 20+ years navigating academic, public sector, and market research landscapes, we bring both depth and breadth to every challenge.
Driven by curiosity.
As active lifelong-learners, we continuously absorb the latest research and industry news from scientific journals, thought leaders, and professional associations like Society for Consumer Psychology and American Marketing Association. But what really drives us is intense curiosity. We tackle each project with genuine interest, empathy, and a commitment to making research both meaningful and practical.
Dedicated to your success.
You won't hear us promising overnight miracles or one-size-fits-all solutions. Instead, we believe in carefully applied research and thoughtful interpretation that leads to real results. We're not just researchers; we're partners invested in your success, bringing precision and perspective to every project we touch.
The team is led by Evette Joyce, PsyD.
Our Approach
Our work is guided by a simple idea: human behavior is layered, not linear.
Your audience’s behavior is shaped by intersecting layers of emotion, belief, culture, and desire. Our Mapping Mindsets and Meaning framework structures these dynamics so you can design strategies that connect, persuade, and perform.
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Uncover the emotional blueprint of your audience. By profiling deep-seated emotional traits and personality patterns, we reveal how mindset shapes motivation, long-term preferences, and brand relationships.
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Thoughts shape actions. We map the belief systems, cognitive biases, and mental models people use to interpret information and make decisions. By revealing these hidden scripts, we help you design strategies that align with how your audience actually thinks.
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Every moment carries emotion. We map the shifting emotional states that emerge during brand interactions, helping you design experiences that resonate and drive decisions.
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What stories define your audience’s reality? By identifying the metaphors and narrative arcs people use to make sense of your category, we help you develop messaging that fits seamlessly into their worldview.
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Symbolism speaks louder than words. We investigate the social meanings, cultural myths, and symbols driving behavior to ensure your strategy aligns with shared values and collective identities.
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Beyond logic lies longing. We trace the hidden desires and unconscious motivations shaping what people pursue—and why—so you can activate the deeper drivers of action.
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Change is rarely linear. We chart how emotions, culture, and unmet needs shape the path from inertia to action, helping you design campaigns that meet people where they are.
We apply the MMM framework in focused studies to zero in on specific areas, like emotions or decision triggers, for precise answers. We also use it more broadly to analyze emergent patterns that surface in qualitative and quantitative data.
For a deeper dive into our MMM approach and other applications, visit our Blog.
Psychology & Marketing Research
We leverage psychological science and related disciplines to add depth to traditional research methods, strengthening your marketing with precision insights that drive results.
Examples of Applied Frameworks:
We structure research to reveal what traditional approaches might miss. To do that, we draw from established models in social and cognitive psychology, affective neuroscience, behavioral economics, personality science, behavior change theories, and psychoanalytic perspectives.
Examples of Applied Principles:
We use insights about cognitive biases, decision-making heuristics, and motivation models to explain why consumers respond to messaging, products, and experiences the way they do.
Examples of our Use of Measures:
We quantify personality traits, emotions, thinking styles, behavioral intentions, brand attachment, and other key performance indicators with reliable and validated tools.
Examples of our Methods and Techniques:
Our toolbox includes traditional methods (focus groups, interviews, surveys) and specialized techniques (projective methods, experimental designs) to create a fuller picture of your audience and the performance of your creative. (For a full list of methods and techniques, see our Services.)
Our Commitment to Research Excellence
Our goal is to give you more than just data. We provide the context and depth needed to make smarter, human-centered marketing decisions.
Analytical Rigor
Analytical rigor meets real-world intuition to help you refine strategy with psychological insight.
Boutique Expertise
Personalized care with the ability to scale our research to match your ambitions—your goals, our focus.
Agile for Impact
Flexibility to pivot with purpose, ensuring our research remains dynamic and relevant as your objectives evolve.
Custom Research
Ready to solve your challenges with studies designed to fit your unique situation, needs, and goals.
Whether you’re seeking to refine your customer experience, test marketing concepts, or develop public health campaigns, we’re here to help you understand and connect with your audience more effectively.