Throughout my career, I’ve been intrigued by how consumers make purchase decisions and what drives a person to choose one company over another. Applying my formal education in psychology within a business environment, led me to the realisation that consumer choice is more complex than just choosing a company based on such rudimentary characteristics as brand strength and price. Humans are complicated beings and the decisions we make are equally complicated. While we would like to believe that we base our decisions solely on cognitive aspects like quality service, product benefits and features, price, and the fulfilment of our needs, the truth is that many of our decisions are driven by our emotions and how certain experiences make us feel. We find ways to rationalise our decisions in an attempt to convince ourselves that it makes logical sense. Over the course of two decades, I’ve applied these insights in various industries; banking, insurance, healthcare, pharmaceutical, retail, telecommunications, transportation, and engineering and manufacturing. My passion lies in understanding what drives consumer decisions and how companies can use this knowledge to their advantage by designing value propositions that not only align with the needs of customers, but also resonate with their internal convictions. While this may sound rather “airy-fairy”, Newway Insight has developed scientifically founded techniques to predict and model consumer decision-making, enabling companies to utilise these insights to create a competitive advantage.