People’s purchasing decisions are guided by various factors – from price to brand reputation to stock availability – but little is known about their beliefs around product efficacy. Canvas8 spoke to Dr. Evan Polman about the subject and how to give people more confidence about product benefits.
Zoia Tarasova is a behavioural analyst at Canvas8. With a background in social anthropology (MPhil and PhD), she has worked with a wide range of people, from British housewives to animal herders in remote Siberian villages. Zoia has a passion for ethnographic research and believes in empathy as its primary method. She spends her spare time collecting shells on beaches, finger painting, and taking care of her plants.