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 […]


We never stop taking advice and learning from our clients, and a lot of the tips we do pick up are invaluable! Someone once said always leave a list incomplete because it will keep you inquisitive, so here is our (incomplete) list of Top 9 Tips for growth from marketing directors… 1. You need a purpose – with a purpose in mind there’s always an answer to the question “why are we doing this?” 2. There must be a clear and quantifiable goal – without it, you may never know when you arrive at the right conclusion. 3. You need market appeal – the […]