People often make decisions that they themselves cannot explain. These decisions emerge from the complex interplay of attitudes, emotions, beliefs, values and perceptions. At The Mellman Group we design our research to probe beneath the surface, to lay bare the structure of decision making and individual choice. An ability to read the complexities of attitudes and opinions and a track record of successfully changing them. Master The Techniques.
Some pollsters simply report on opinions.
We use the most sophisticated analytical tools available to understand the motivations of consumers and voters so we can intervene in their decision-making processes to produce the outcomes our clients want. Split sample simulations allow us to observe the differential impact of various messages on decision making. Trade-off questions force respondents to assess the relative priority of conflicting goals. Multivariate techniques help us analyze how attitudes and perceptions cohere and how those attitudes drive decision making. Strategic mapping graphically represents the psychology of choice.