Human beings are deeply complex. Their biases are many and their motivations are multi-layered. So what they say about themselves – even what they believe about themselves – is never the whole story.
At Jigsaw, we dig deeper by researching the ‘whole conscious’ – the unconscious and conscious mind (System 1 and 2). That’s how we produce a far deeper and more truthful understanding of your customers’ actions and motivations. But instead of fixating on a single framework we prefer to use a range of illuminating lenses.
So we bring in other ways of understanding your customers – such as evolutionary psychology, or the behavioural sciences, especially behavioural economics. And as the pieces fall into place, you see the whole colourful and complex picture.