Shaping real human behaviour to drive brand performance

The journey from a brand’s strategic intent to performance in the market can be a bumpy ride, often due to the fundamental unpredictability of human behaviour. A key challenge for brands is the reality that what people think, feel and say does not link very well with what they do.

Various factors, such as habit, inertia and contextual influences, determine what people actually do with respect to purchase and usage of brands and categories.

At Kantar TNS Qualitative, we employ a variety of behaviour-centric approaches to provide you with a picture of real category behaviour, how it is shaped by internal and external contexts, and the moments of opportunity and vulnerability for your brand. Using techniques such as cognitive interviewing, wearable cameras, mobile diaries and in-situ research, we advise you on how you can change, embed or reinforce habits, increase usage or influence in-store choices.


Combined with a ConversionModel study, our behaviour-centric approaches provide a deeper understanding of the individual contexts underlying category dynamics and spending patterns, with specific direction on how to unlock opportunities with different consumer segments.


Used alongside a TRI*M study, our behaviour-centric approaches help you understand surprising patterns and shifts in customer relationship, and give specific meaning to generic concepts like trust, convenience and value.

Retail & Shopper

Our range of behaviour-centric approaches illuminates the drivers of shopper behaviour and helps develop channel strategies to unlock growth.

Find out more about how Kantar TNS Qualitative can partner with you: Innovation and ideation, Technology enabled research, People and expertise, Cultural insight.