In his book, Thinking Fast and Slow, Nobel Laurate Daniel Khanaman identifies two modes of thinking that people always rely on to make decisions: System One and System Two.
System One is fast thinking.
It requires little or no effort and operates through the automatic thoughts, memories and emotions that shape decision —everything from the choice end-of-life care services to deciding between French fries and tater tots.
,System Two is slow thinking.
System Two is laborious and consciously thoughtful. It’s the processes you rely on to solve a tough math problem, read a philosophy book—or understand the difference between System One and System Two thinking.
At Authentik, we combine System One and System Two methodologies to give you the deeper “why” that drives your survey results. We combine qualitative insights with your key metrics to get a well-rounded and statistically robust understanding of your target market.
The benefit: Understand the emotions that drive your customer experiences metrics, identify the emotional benefits your brand delivers, and communicate with your target market on a more honest, relevant and resonant level.