Our Approach

Customer Experience

We help you find out answers to the ‘why?’ questions. We have developed a suite of bespoke qualitative and quantitative (implicit) psychology tools and techniques to truly understand consumers’ behaviours and decision-making processes. Our approach guarantees scientific rigour, robust data and actionable insights.

The past thirty years of decision science (and two Nobel prize winners) have demonstrated that about 80% of the decisions we make are influenced by factors we are unaware of. So ASKING consumers why they do something will only yield 20% of the truth. To really find out what drives consumers’ behaviour, it requires implicit research methods to unveil their nonconscious attitudes. As psychologists we can help you do this.

We then work with your teams to operationalise those insights into behaviourally supported sales, marketing and communication work.

Every situation requires a bespoke approach, our solutions are not off the shelf but tailored to your needs.

Why use our tools?

  • Provide in-depth insight and understanding of consumers’ attitudes, emotions and motivational drivers.
  • They have been designed by trained psychologists and validated across a wide range of industries.
  • Our tools capture non-conscious responses, driven by imagery rather than words, hence reducing response bias to ensure you have robust data.
  • Our online engine are easy to deploy, scalable, and can handle large sample sets across international markets

We offer a complimentary workshop to demonstrate our approach.


What is it?

Strengthens your brand, marketing, and product/service activities by identifying the real engagement opportunities and hidden vulnerabilities.

EMOTIX© reveals what its customers/prospects and employees truly think and feel about the company’s products/services/brand vs what they just say. It does that by differentiating between conscious and nonconscious responses.

EMOTIX© is based on the Implicit Association Test developed by scientists at Harvard University in 1998, and combines this with over 20 years of research about conscious and nonconscious mental systems.

EMOTIX© is the ideal tool for understanding the opportunities and vulnerabilities of your strategies. It tests associations with concepts, your brand vs your competitors, products, prototypes and package designs.

Completion Time: 5 minutes

What do you get out of it?


  • Identifies the real opportunities and gaps for your brands positioning
  • Prioritises the key factors that drive behaviour and decisions
  • Captures both conscious and non conscious feelings and associations

Why use it?

  • Traditional surveys only examine conscious attitudes. EMOTIX© examines both conscious and nonconscious associations with your company’s brand, marketing activities, and product/services.
  • EMOTIX© avoids the common biases of traditional questionnaire responses as it doesn’t use questions, is quicker (~5min) and more engaging for employees/customers
  • The online engine is always bespoke and can handle large sample sets across international markets.

Neopic© Archetype-Engine

What is it?

Profiles customers based on their psychological needs, identifying the optimal levers to create resonance and a more effective and deeper engagement

NEOPIC© ARCHETYPE-ENGINE uncovers customers’ values and the motivational forces which drive their behaviour on a fundamental level.

It’s a crucial additional layer to your current segmentation activities, and the engagement and effectiveness of what you currently do is guaranteed.

Completion Time: 5 minutes

What do you get out of it?

  • The NEOPIC© ARCHETYPE-ENGINE provides businesses with robust profiles of their audience’s behavioural drivers and insight on what tone of voice businesses should use, indicating what needs to be said/not said to attract, engage, reassure, excite etc. each segment.
  • It enables companies and marketing teams to create specific, targeted strategies and campaigns based on the identified psychological drivers in the market.
  • It lets businesses establish how many customer segments exist and which is the most profitable.

Why use it?

  • A typical NEOPIC© ARCHETYPE-ENGINE is quicker and more engaging for participants than the equivalent standard questionnaire.
  • NEOPIC© avoids the common biases of traditional questionnaire responses as it is image-based.
  • Neopic © Archetype can handle large sample sets, and is valid cross culturally, wherefore different markets can be compared and contrasted.
  • It allows businesses to segment their target markets based on scientifically valid Psychological theory.


“Innovationbubbles Neopic survey has changed my view on customer segmentation. Using other methods I have found personas to be either too superficial or too contrived to add value. Neopic gets to the fundamental motivations of customers giving a meaningful definition of a significant grouping of customers. From this work we have created 3 personas that are now as core to our business as our Vision and Mission”

-Andy Lightfoot CMO of SpaceNK

Psychological Interviews

What is it?

  • PSYCHOLOGICAL INTERVIEWS provide in-depth insight and understanding of peoples’ perceptions, emotions and motivational drivers towards a brand, product or concept.
  • One-to-one interviews led by trained business psychologists.
  • PSYCHOLOGICAL INTERVIEWS are ideal for customer experience testing, package testing and product positioning.

What do you get out of it?

  • Helps your company understand their customers’ complex, hidden, and sometimes contradictory responses to specific topics and challenges.
  • Provide in-depth insight and understanding of customers’ attitudes, emotions and motivational drivers.
  • Our projective interviewing techniques encourages the expression of underlying emotional and motivational factors. Non-verbal behaviour, including body language and tone of voice are analysed to understand the person’s conscious and nonconscious opinions. These insights are consolidated to reveal peoples’ underlying perceptions towards a product, brand or company.

Insight Groups

What is it?

INSIGHT GROUPS reveal peoples’ opinions, decision making processes and emotional experiences, in order to understand your customers.

INSIGHT GROUPS are in-depth group interviews with four to six participants led by an Innovationbubble psychologist. Our interviewing technique focuses on mapping cognitive decision making processes and quantifying emotional experiences. Verbal and non-verbal cues are identified and analysed to understand the experiences and attitudes that inform peoples’ opinions and decisions about a product or brand.

INSIGHT GROUPS are ideal for building brand identity, informing communications strategies, new product development and retail environment analysis.

What do you get out of it?

  • INSIGHT GROUPS provide deep insights into the specific topic or topics discussed with a small group.
  • We use our psychological expertise to analyse the groups’ conversation, picking up on nonverbal and tonal cues that reveal the individuals’ emotional and motivational responses. Together with the verbal information provided we collate all the insights we have gathered to provide a fully-rounded and in-depth understanding of the groups’ perceptions.

Why use it?

  • INSIGHT GROUPS help companies understand their customers’ complex and sometimes contradictory emotional and motivational responses to specific topics and challenges.
  • It provides a unique opportunity for marketing teams to gain a deeper understanding and insight into the underlying factors affecting decision making processes.
  • We use psychological interview techniques that are tried and tested and supported by decades of research.

Emotional Journey Mapping

What is it?

EMOTIONAL JOURNEY MAPPING uncovers the conscious as well as nonconscious drivers that impact customers’ decisions.

EMOTIONAL JOURNEY MAPPING consists of detailed interviews led by an Innovationbubble psychologist which focus on customers’ emotional journeys. Our interviewing technique uses open-ended, reflexive questions to truly understand the thoughts and feelings behind each step of the customer journey.

EMOTIONAL JOURNEY MAPPING is ideal for building brand identity and new product development, understanding the customer experience as well as informing advertising, marketing and communications strategies.

What do you get out of it?

  • The results reveal customers’ (hidden) attitudes, emotions, barriers, preferences, wishes and hopes when engaging with a product, brand or company.
  • We use INSIGHT GROUPS to investigate the customer journey in detail, using our psychological expertise to analyse the groups’ conversation, picking up on nonverbal and tonal cues that reveal the individuals’ emotional and motivational responses.
  • EMOTIONAL JOURNEY MAPPING Is ideal for building brand identity, new product development, as well as informing advertising, marketing and communications strategies.

Why use it?

  • Unlike traditional journey mapping exercises, our approach provides information about the conscious as well as nonconscious drivers of a target audience at each stage of the customer journey.
  • EMOTIONAL JOURNEY MAPPING is based on the fundamental principles of psychology.
  • An EMOTIONAL JOURNEY MAP allows companies to improve customers’ experiences, by understanding how to engage them emotionally.


What is it?

Measures the true impact of marketing and communications on customers’ emotional associations and spots hidden opportunities and potential risks inherent in your engagement strategy

Ideal tool if you always wanted to have answers to these questions:

  • Want unambiguous and scientific indications of what really improves your customer experience?
  • Want to quantify what impact your marketing, PR or advertising work is having on your target audience?
  • Want to measure and compare how your brand is doing against your main competitors?
  • Want to understand how to engage with your competitors customers in way that will get them to listen

Emotrack can measure and score your customers emotional responses to your brand over the year providing tracking scores e.g. every quarter. It can also measure the emotional impact of specific brand events, marketing campaigns and practivity.

Why use it?

  • It supports prioritisation of proposition messaging
  • It removes response bias
  • It is online and can be completed in under 5 minutes
  • It can easily be added to your existing data tracking or customer surveys
  • It measures the real emotional/psychological engagers and barrier to your brand
  • It operates with 90% advanced statistical accuracy

Client feedback

“This gave us the ability to track and give actual numbers to our customers experience in relation to our marketing and advertising work”

“A brilliant tool that unlocks so much hidden emotional data that complimented our existing non psychology based measurements. It pinpointed unrealisedcommunication opportunities as

Well as revealing hidden barriers to our onboarding activity”

“This engine enabled my team to get impact numbers for our marketing activity which justified obtaining bigger budgets for the coming year.”

“We used this engine to fully understand what advertising message created the largest positive emotional spike in our target audience. Prior to this we were pretty much just trial and erroring live! It saved us time, budget and uncertaintly”


What is it?

Do you have lots of data which might give you answers to the what, how and when type questions but doesn’t really address the ‘why’ type questions? Our behavioural scientists and psychologists can look through your existing data, website and communications and analyse it from a psychological perspective.

What does it tell you?

  • We identify patterns, clues or insights in your existing data, that only psychologists are trained to find.
  • The behavioural audit is a quick way to utilize what data you already have from a psychological perspective.
  • These hidden insights can then be deployed to help augment your sales, marketing or retention efforts.

Why use it?

  • As we are psychologists and behavioural scientists we cast a much wider net over the data – looking for conscious, non conscious and emotional patterns and factors that might impact your target audience.
  • We are also trained in designing behavioural interventions – so have the added benefit of helping you operationalise these new insights.