Do you fully understand your consumers?

New research discovers the unconscious actions of consumers

Consumer Research

We didn’t set out on a path to revolutionise drug development, far from it. It was an extension of our initial research we conducted on the effect of weather on consumer purchasing actions. In simple terms we found a relationship between high/low carbohydrate foods and two inversely acting hormones. The problem at this stage was, current understanding suggests these two hormones cannot act inversely, as without one being present you can’t have the other.

We analysed over a 10 million individual consumer purchasing actions. Five major retailers, 10 stores each, using 10 products, daily for 2 years, in 10 locations geographically spread throughout the UK.

We developed an index based on a combination of weather elements: the weather index (WI) to analyse products EPOSales, producing some astonishing results with correlations >+/-0.95.

One of the major problem’s retailers encountered and still do, was loss of sales due to out of stocks and of overstocks leading to waste.

The above diagram shows how OOS and over-stocks occur. It is the difference between consumer desire (present/future) and consumer behaviour (past).  Retailers forecast based on Consumer Behaviour and not Consumer Desire cause the problems.
From this information we noted consumers are human and desire is need. So, we researched human need and found some answers with Maslow’s Hierarchy of Human Needs.

In 1970 Maslow redefined the bottom line needs to: 

the need to breathe the need to maintain body temperature
the need to sleep
the need to drink
the need to maintain bodily balance
the need to eat
the need to excrete
the need for sex.

We then considered what we needed to enact those needs:

we need gases (air) to breathe
heat to maintain body temperature
negative light (dark) to enhance sleep
water to drink
homeostasis to maintain bodily balance
food for energy
food/water waste to excrete
sex for procreation.

Was it just a coincidence there was a strong link to the weather index (WI)? Four of our fundamental needs are weather related.

Based on our new understanding of quantum genetics, we have developed a Consumer Behaviour Index (CBI), which mimics all consumer behaviour, both our unconscious and conscious actions.

Most notable, was the fact the bottom line being physical and NOT psychological did it mean these needs were probably conducted unconsciously?

As such the next task we set ourselves was to find out how the body coped with the stimuli of air, heat, light and water.

The above diagram shows how OOS and over-stocks occur. It is the difference between consumer desire (present/future) and consumer behaviour (past).  Retailers forecast based on Consumer Behaviour and not Consumer Desire cause the problems.
From this information we noted consumers are human and desire is need. So, we researched human need and found some answers with Maslow’s Hierarchy of Human Needs.

We have receptor cells on the surface and within the body; chemoreceptor cells monitor gases and other chemicals, thermoreceptor cells monitor heat, photoreceptor cells monitor light (radiation), and osmotic/hydroreceptor cells monitor water.

Photoreceptors: An example

In humans and other animals, photoreceptor cells are found at the back of the retina in the eye, and include rods, cones and intrinsically photosensitive retinal ganglion cells (iPRGC). The first point of contact is the mitochondrial sac, which is where we believe the photons are converted from electromagnetic energy into electrochemical energy.

We suggest, it is inside the mitochondrial cells where the small compound and survival/protection mechanism is positioned. Depending on UV or IR stimuli, changes the small compound structure, with strong bonding during IR and weak bonding during UV stimuli. During IR stimuli, the small compound releases one signalling hormone, and during UV stimuli, the small compound releases a different hormone. This, we suggest, is the fundamental survival/protection mechanism.

These signalling hormones, depending on UV/IR, use a pathway to the suprachiasmatic nucleus (SCN) of the hypothalamus via the retino-hypothalamic tract (RHT). From there, the signals are sent to all the endocrine organs. Depending on the original signal, the endocrine organs send a different signalling hormone back to the hypothalamus. As the pathways in the signalling process have not crossed the blood-brain-CSF-barrier, they can be considered unconscious actions. This is when the hypothalamus creates unconscious desire for different types of essential nutrients, including vitamins and minerals (food) and water (drink). We understand these unconscious actions as impulse purchasing. Impulse food purchases can be in either UV or IR mode, buying high carbohydrates products in IR mode and low carbohydrates products in UV mode. Other impulse product purchases work on the same principle for clothing. White/brown goods tend to be more in UV mode, due to the hormonal changes to positive emotions. 
As the conscious brain [where thought, learning, emotion and memory occur] also needs protection, the small compound (in both weak and strong bonds) is less than 500 Daltons and can therefore cross the blood-brain-CSF-barrier. The hormone released in the conscious brain during UV stimuli, makes us feel happy, vibrant, and energetic. However, during IR stimuli, the release of the other hormone changes our emotions and makes us sad, depressed and lethargic. It is during IR stimuli when Seasonal Affective Disorder (SAD) occurs. Taking SAD a step further, we looked at the map of global suicide data (Fig22) where we can see suicide rates are higher in areas nearer the polar regions, during the India monsoons and the African rainforests where they experience much less UV radiation.

In summary, we consider there are two brains; an unconscious brain, outside the blood-brain-CSF-barrier, which maintains the balance of the bodies key life functions. This we suggest is the survival and protection mechanism at work. The conscious brain is located inside the blood-brain-CSF-barrier and deals with thought, learning, emotion and memory, but also has the survival and protection mechanism to keep it healthy.

The homeostatic balance is triggered by the release from the small compound of either of the two hormones, which tells the body (endocrine system) which hormones to release back to the hypothalamus. From these reactions, each of the endocrine organs sends signals back to the hypothalamus to tell which essential nutrients, including, vitamins, minerals (FOOD) and water (DRINK), we need to maintain homeostatic balance.

Unconscious Consumer Behaviour Index (UCBI):

Together with our understanding of biochemistry, the discovery of a small biochemical compound, two inversely acting hormones, quantum genetics, and unconscious consumer actions, we developed a very acurate measure, the Unconscious Consumer  Behaviour Index (UCBI). Considering every initial consumer action is taken unconsciously to fulfil a fundamental needs to replace essentail nutrients the UCBI is a major step forward to fully understanding consumer behaviour.

Circadian Rhythms:
Current understanding suggests Circadian Rhythms are based on a 24-hour clock. We postulate, that these bio-rhythms are based on the radiation wavelength and number of packets of photons plus the half-life of the two hormones which are released in UV or IR. Alternating UV/IR releasing the inverse acting hormones, produces these bio-rhythms.

The reason good sleeping patterns are thought to be beneficial for us, is simple. The hormone released during IR stimuli, triggers the release of q-genes© associated to homeostasis and the immune/repair system. But, during UV stimuli, is when the fundamental small compound is in weak mode and hence, susceptible to mutations.

Well-Being Index:

Taking all the above knowledge and based on the inverely acting hormones, we have developed a measure of human well-being. Each of the two signalling hormones are released independently, triggered by the wavelength/quantity of photons. One in UV and the other in IR parts of the spectrum. The index is based on all the above knowledge of the protection and survival mechanism, neural pathways of the two hormones, metabolism, growth, homeostasis and immune response. It is an excellent measure of how a human feels.

It all adds up

Consumer Research

Discovering the funamental needs of a consumer for essential nutrients (eat) including water (drink), the needs maintain body temperature (energy/heat), the need to breathe, the need to sleep, and the need to maintain homeostasis

Unconsious Brain

Our insight into receptor cells, synthesis of inverse acting hormones and their neural pathways explains how consumers take unconscious actions

Unconscious Consumer Behaviour Index

Adding the knowledge of genetics and unconscious brain actions we have developed the most exiting and accurate measure of consumer actions

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