Understanding Consumer Motivation…On the Fly

Behavioral targeting has become adept at telling marketers what people do online, but the methodology doesn’t necessarily tell us much about why people do or do not engage with a promotion, let alone a brand. In fact, arguably, as digital technology gives us deeper and more granular insight about what actions — in what order — people take across multiple media platforms, we are seeing more emphasis at the high end on understanding broad brand affinity. What really aligns people with specific brands? What deeper associations do people make with the choices they make in certain content categories?