The Motivational Lens™

Motivations are why people want what they want and do what they do. Competitive advantage lives in understanding the forces that drive consumer decision making. People are attracted to products, brands, designs... Which satisfy their needs and reflect their own self-image and values.

Motivational Lens

Through the Motivational Lens, the true drivers of more apparent behaviors become vivid and predictable. Discrete segments emerge. Instead of cars, we research driving. Don’t ask people about banks; understand what money means to them. And while pet food is a hot competitive set, you want to understand a person’s relationship with their dog before you launch a new product.

In time, we’ve realized that this level of customer understanding is not only a gifted methodology but also a vantage point to discover new and unique insights.

The method is based on Adler’s Theory and was developed in conjunction with the University of Tilburg, a Dutch research university specializing in the social and behavioral sciences.


Adler’s Theory: Adopted as a basis for consumer decision-making, the renowned philosopher and psychiatrist, stressed the need to understand individuals within their social context. His theory illustrates how decisions reflect one’s self image – decisions made from the productive conflict of social and psychological forces.