Wanting something is different from liking it

 Wanting is an unconscious impulse and the main driver of consumer choice (system 1), while liking is a conscious and posterior experience (system 2).


These two systems are interconnected in the brain, but are mediated by different neural pathways.

Traditional surveys only rely on what is consciously stated, just as social media can be a validator of this – a “like” or a good score on an NPS survey, for example – but this may not be enough.

Wanting is a more implicit process that requires deeper understanding.

Measuring customer satisfaction requires an approach that addresses both "want" and "like". 


By using different measurement methods, combining traditional surveys with neuromarketing surveys, and analyzing implicit and explicit responses, companies can gain deeper insights into what drives customer satisfaction and how to improve it.

How have you evaluated your customer satisfaction?

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