Consumer Insight

In-depth Psychological UNDERSTANDING


Duxton Consulting undertakes unique in-depth psychological research to uncover the underlying consumer needs and motivations that drive human behaviour.  

Our research is based on the principles of morphological psychology which explains and maps the different ‘tensions’ in consumers’ minds to reveal how decisions are made.

This enables an understanding of how people transition from one ‘need state’ to another and adapt their behaviour accordingly. It is within this psychological framework that we humans weigh up our options & literally ‘make up our mind’. 

This unique psychological insight allows Duxton to explain WHY consumers act as they do, and allows us to create: 

  • Insightful brand stories

  • Actionable brand strategies

  • Customer segmentation based on psychological needs

  • More accurate brand positioning

  • Opportunities for innovation