OUR APPROACH

Behind the thinking

#weareamy

We explore how consumer behaviour is connected to our key emotional drivers. All of our research and strategic thinking comes back to these unchanging human needs and how they drive day-to-day consumer decisions.

This core principle shapes everything we do, from our independent projects, to the intelligence and insight services we offer to organisations.

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Certainty

The need for comfort, certainty and security in both our relationships and our physical environment.

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Belonging

The need for connection from being with others or a sense of connecting with oneself.

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Variety

The need for variety, change and diversity that will challenge and provide development opportunities, both emotionally and physically.

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Significance

The need to feel important and for our life to have meaning and significance.

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Growth

The desire to develop emotionally and intellectually as well as physically by overcoming challenges and achieving our goals.

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Responsibility

This is the need to give back, feel supportive and to make a difference.

See the people behind the ideas