"Consumer Behavior is Human Behavior" EMIC is a market research company that uncovers insights about consumer perception and motivation to provide a competitive advantage in branding, messaging, and engagement strategies. We apply the research frameworks and philosophical paradigms of humanistic social sciences to explore how the core conditions of the human experience influence consumer decisions. We approach the effort to understand consumers through the lens of anthropology, humanistic psychology, and phenomenology. We believe that investigating the motivations behind consumer beliefs and behaviors requires a holistic examination of people and their desires, fears, aspirations, and the cultural context through which they live their lives, form their beliefs, make decisions, and construct their identities. We specialize in deep explorations of consumers through methods such as segmentation and ethnography. We believe strongly in the value of face-to-face interactions with consumers to gather the most meaningful information about what makes consumers do what they do from their perspective.