RAM (Research into Aspirations and Motivations)

  • Answers the question what are the most profitable segments for a brand and what are their hot buttons.
  • RAM considers that priorities in life for the individual can tell us more how he is likely to behave than his demographics. Two neighbors with the same demographics may consume different brands, view different TV channels, if they have different priorities in life.
  • RAM has been applied across various categories for the past 25 years, it relies on a solid history of identifying relevant and profitable segments and anticipating their behavior. RAM does not just help manage the present, it also anticipates the future.

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