Go beyond the limits of explicit measures
It's not easy to figure out what consumers prefer or to understand the real reasons behind their preferences.
Along with cognitive factors, there are many affective, emotional, and sensory factors that guide the consumers' choice process and purchase behaviors: often, even for the consumers themself, it is impossible to motivate a choice ex-post in a rational way.
Umana-Consumers combines research methodologies based on self-reported measures (classic surveys, for example) with implicit and experimental research methodologies based on the administration of behavioral tasks, observation of actual behaviors, and joint measurement of cognitive, emotional, and motor activities.
We improve classic search methods
Market research, consumer analytics, customer journey, product, and service design: we overcome the limits of self-reported measures with our implicit methodologies.
At the same time, we make sure to deliver the highest quality in terms of research design and we follow the best practices in terms of expertise and transparency in the processing of bio- and neuro-data.
We have been associated to the Italian Association for Market Research (ASSIRM) since 2020 and we are members of the NMBSA (Neuromarketing Science and Business Association) since 2021.