NAXIS is the only system in the world which
can accurately identify, measure and predict genuine consumer desire. It is a totally unique
and pioneering approach to demand forecasting and waste reduction.
Market research and consumer behaviour
There are countless models and techniques to explore and explain consumer behaviour but none are capable of identifying the most basic motivation and insight of all. This is where NAXIS comes in.
If you ask consumers about their actions they can only answer in terms of their conscious decision-making and actions. This is the stuff of conventional economics and marketing and can be a vital part of understanding consumer behaviour – both rational and irrational. But given that the answers are about conscious decision-making they are by definition incomplete. They cannot articulate their unconscious motivations and desires because they are just that – unconscious.
If you observe consumers’ actions you see effects and outcomes and not motivations and desires.
Cause is always difficult to determine but NAXIS provides an additional insight tool to understand how consumer decisions and behaviour is built from the unconscious through to the conscious.
The latest buzz around marketing circles is neuro-economics. Interesting as this is, there are limitations given the basic methodology and its reliance on fMRI scans.
These scans show areas of oxygenated blood flow (haemodynamic response), closely linked to neuron activity in the brain. There is a neurotransmitter and neurohormone that are totally affected by our micro environmental conditions. The density of these neurons affects every scan, although this has not yet been fully recognised by fMRI analysts, so what is being observed is an effect but not necessarily a cause.
It is undoubtedly the case that physical science has a great deal to offer to economics and social sciences in general, and neuro-economics is a nascent development in this area but given the evidence it can only offer limited explanations.
This is why we believe Naxis is unique in that not only can it measure the effects, it is built on clear insights into the causes and uses this to allow your business to improve its understanding of its consumers.