The process of selling fast-moving consumer goods follows simple, fast, easy to apply decision heuristics. They are very efficient for consumers even when they sometimes seem almost paradoxical. 


The challenge to understand, explain and predict these decision processes – which are not always logical – psychologically is even greater. Our research methods follow a basic paradigm where the research situation has to relate to a real low involvement state. This is why we consider it essential to conduct research directly at a POS, for example.