Ernest Dichter

Ernest Dichter was an Austrian-American psychologist and market researcher who is considered one of the pioneers of motivational research and consumer behavior analysis.

Motivational research is a qualitative research approach that seeks to understand the underlying emotional and psychological factors that drive consumer behavior. It aims to uncover consumers' motivations, desires, and needs, which can then be used to shape marketing strategies.

Ernest Dichter made several key contributions to the field of market research. He introduced the concept of focus groups and pioneered the use of in-depth interviews as a research method. He also emphasized the importance of understanding the psychological and emotional nuances of consumers to effectively influence their purchasing decisions.

Ernest Dichter worked with a wide range of prominent companies, including General Electric, Chrysler, Procter & Gamble, and Ford. He also consulted for government agencies and was involved in shaping public policy.

Ernest Dichter believed that understanding the subconscious desires and motivations of consumers was key to effective advertising and marketing. He advocated for the use of psychological techniques, such as symbolism and association, to create emotional connections with consumers and drive their purchasing decisions. His approach focused on shaping consumer attitudes and behavior through emotional appeals rather than just providing functional product information.