Most decision-making processes are subconscious. The customers who make a purchase choice (of a brand or product) follow their own internal award system.
The Reiss Motivation Profile gives marketers the key in the form of 16 basic motivators that allow companies to decode the system and exploit internal human needs at every stage of the product life cycle.
This knowledge supplements insight marketing. Profile of a representative of the target group or a more general characteristics of the whole target group is supplemented by new knowledge.