Why

The single, most important
question to ask in business.

Making decisions without understanding consumer behavior is bad for business.

That’s why the strategy and consumer insights team at wmHarper developed Whynomics,

a process for understanding the motivational triggers behind why people do what they do and how that learning can be used for economic growth and opportunity.

How Whynomics moves businesses forward.

Have you ever asked yourself or your team why do people buy our product? Why don’t they buy? Why are we allocating our dollars toward this effort? Why isn’t our marketing performing better? What motivates people to do the things they do? To buy the things they buy?

Using our proprietary WHYNOMICS process, the strategy and consumer insights team at wmHarper works with your internal or external teams to answer questions like these and many more. Below are just a few of the business and marketing pain points we can help identify, discover or solve:

BRAND LANDSCAPE

INTERNAL ALIGNMENT

GROWTH PLAN

CONCEPT VIABILITY

CONSUMER INSIGHTS

EVALUATION+MEASUREMENT

BRAND LANDSCAPE

THE PAIN POINT

Categories evolve, competitors innovate, and culture impacts consumer behavior.

THE SOLUTION

Understanding your brand amidst landscape shifts better informs business decisions, marketing efforts and what your brand stands for.

CONCEPT VIABILITY

THE PAIN POINT

Innovation is crucial for business, as is thoughtful ideation for entrepreneurs. In each case, taking an idea from conception to launch feels like a leap of faith.

THE SOLUTION

Researching viability qualifies the concept. In the long run, a well-informed idea saves time, money and limits uncertainty.

INTERNAL ALIGNMENT

THE PAIN POINT

A misaligned team or disparate communication will impact the brand’s purpose, leading to core
decisions made in conflicting directions.

THE SOLUTION

Diving into the thoughts of stakeholders, representatives and employees unveils key opinion differences. But once identified, present incredible opportunity.

CONSUMER INSIGHT

THE PAIN POINT

Consumers are ever-evolving. Knowing your ideal target can even be a challenge; much less, knowing the ins and outs of their being.

THE SOLUTION

Staying ahead of needs and desires is crucial to the longevity of your brand and its relevancy. Research that identifies underlying emotional needs always wins.

GROWTH PLAN

THE PAIN POINT

Strategic growth requires careful planning to ensure consistent messaging and a sustainable pathway.

THE SOLUTION

Understanding consumer journeys and market whitespace will inform areas for growth, portfolio impact, identification (or modification of target audience) and messaging.

EVALUATION & MEASUREMENT

THE PAIN POINT

Marketing is an investment, one marketers have to continue to prove is worthwhile in moving the needle.

THE SOLUTION

Ongoing tracking of campaigns, messages, and audience perceptions is important in evaluating effectiveness of marketing efforts.

Let’s start the conversation.

How can we help you?

Rachelle Van Soest
Director, Consumer Insights

rachelle.vansoest@wmharper.com
919.451.5833