By Sharon Tessler and Noah M. Pines, ThinkGen

As marketing researchers, we are tasked with discovering the real motivators of behavior and preference among healthcare customer stakeholders. However, this poses a challenge on multiple levels. One is that research respondents struggle to identify many of the latent or subconscious factors that influence how they think and behave.

As insightful as stated responses might be, they rarely paint a complete picture of real-world behaviors. People are often poor reporters of their own situations, and their expressed intentions can diverge significantly from their actual actions. To bridge this gap, it is important to employ a range of deeper techniques to glean more accurate insights into expected behaviors.