Confronted with the complex dynamics of globalized markets, people are finding it increasingly difficult to understand contexts, assess developments, and rationally justify and understand decisions. That consumer behavior, particularly in complex difficult to oversee situations, is largely determined by emotional criteria now forms part of the mantra of consumer research. Such decision-making criteria are stored in the limbic system of the brain and mainly operate on the subconscious level – indeed most of them cannot even be called into consciousness. Yet research in neuromarketing has compellingly illustrated the vital role they play in our everyday lives. The nextexpertizer® interview technique visualizes these soft factors in their near pristine state and allows direct quantitative comparison. In other words, nextexpertizer® closes the gap between quantitative and qualitative analysis.
By solving the problem of semantics, nextexpertizer® makes it possible to measure and compare unconscious value preferences across all cultural settings. One major difference to other methods is that with nextexpertizer® all the criteria used are without any predefinition, and the thematic clusters are visualized solely by clustering the answers of respondents. Neither the criteria nor the clusters are predefined by any theory or category system; rather the lead actions are derived from the positions taken by the clusters in the space. Innovative algorithms enable nextexpertizer® to compute the assessments and preference patterns of several hundred individuals into worlds of intuitive values. What is being measured here is not the emotional assessment of an individual brain – as is the case with neuromarketing – but the “collective intuition” of people in a cultural space (layer).