Tangible has been researching consumer buying behaviour and motivations for over 15 years. Underlying all of the shopper ethnography, segmentation studies and needs analyses are 3 simple principles of consumer behaviour: Satisficing, Risk Avoidance and Optimising. We think they are worth understanding so we are sharing them with you here. 1. Keep Going Carry on doing the same thing – it is working, everyone seems happy, there is no need to change. Some would label this as consumer inertia, but we recognise it as a characteristic of consumers called “satisficers”: if something is good enough to meet their needs there is no […]