ABSTRACT
The objective of this chapter is to show that traditional consumer decision-making models, assuming that they are conscious and can be explored based on declarations, lead to the wrong and improper marketing research methods being applied. In light of contemporary discoveries from social sciences, psychology, behavioural economics, neurobiology, and brain science, we know that many human processes are unconscious and automatic and people have limited access to them. Following this, the approach to the consumer should be revised – a consumer has very limited awareness of the true sources of their own attitudes and the motives underlying their behaviour, as many processes are unconscious and automatic. This knowledge should be taken into account in all stages of qualitative marketing research, from formulating research goals and choosing particular methods, to analysing and interpreting the research results. In order to provide consumer knowledge that is valuable for marketing decisions, qualitative research should move away from looking for concrete pieces of information connected to the researched product (issue). Instead, it should be more interested in gleaning in-depth contextual information – the consumer should be seen in the broader context of his/her life, values, and needs, as well as their own history regarding the category and brand.
