+19%
Visitation lift
Motivations IQ identified stock visibility and category-level staff training as priority levers, projecting higher trip frequency.
Request the case studyMotivations IQ reveals why
consumers buy.
GOcxm's proven 16-motivator model decodes the rational and emotional drivers behind every choice, switch, and repeat, so you know which levers actually move purchase behavior.
Trusted by top CPG brands, from emerging challengers to global leaders
What it is
Uncover the why behind the buy.
Purchase and behavioral data show what consumers buy, who's buying, and how behavior shifts by segment. Motivations IQ explains why they choose, repeat, switch, or walk away.
Behavioral Data
The What
Purchases, frequency, share, and segment behavior across the category.
Motivations IQ
The Why
The rational and emotional drivers behind every choice, switch, and repeat.
- Diagnostic, not descriptive. Pinpoints which motivators are winning, losing, or untapped in your category.
- Built for CPG. The 16 drivers are calibrated to CPG purchase behavior, from everyday basket choices to brand switching, trial, and repeat at shelf and online.
- Decision ready. Connects directly to innovation, messaging, packaging, and pricing decisions.
The 16 Motivators
Model8 Rational Drivers
8 Emotional Drivers
Research Foundation
Built in collaboration with leading research universities
Motivations IQ codifies decades of neuroscience and cognitive research developed with PhDs from four world-class institutions.
How it works
From business problem to commercial action in three steps.
01
Objective
Start with what you're trying to fix. Churn, trial that doesn't repeat, margin pressure, a category that's slowing down.
02
Outcome
What solving it gets you, defined before the work starts. Repeat rate, loyalty, share.
03
Action
Which motivations are driving the behavior, and exactly which moves to make across product, messaging, activation, and experience.
| Where you are | What you're asking | Where Motivations IQ fits |
|---|---|---|
| Churn or loyalty decline | Why are consumers leaving? | The motivations behind switching, drop-off, and loyalty erosion |
| Trial without repeat | Why do people try but not come back? | The drivers of first purchase vs. repeat |
| Margin pressure | How do we create value without discounting? | What consumers value enough to pay for, beyond price |
| Category slowdown | Why is growth stalling? | Surface behavior separated from the underlying barrier |
| Innovation uncertainty | Which ideas are worth backing? | Which concepts align with deeper motivations, not just claimed interest |
Where you are
Churn or loyalty decline
What you're asking
Why are consumers leaving?
Where Motivations IQ fits
The motivations behind switching, drop-off, and loyalty erosion
Where you are
Trial without repeat
What you're asking
Why do people try but not come back?
Where Motivations IQ fits
The drivers of first purchase vs. repeat
Where you are
Margin pressure
What you're asking
How do we create value without discounting?
Where Motivations IQ fits
What consumers value enough to pay for, beyond price
Where you are
Category slowdown
What you're asking
Why is growth stalling?
Where Motivations IQ fits
Surface behavior separated from the underlying barrier
Where you are
Innovation uncertainty
What you're asking
Which ideas are worth backing?
Where Motivations IQ fits
Which concepts align with deeper motivations, not just claimed interest
Not on this list? Tell us the problem you're working on and which teams need the answer, and we'll build the plan against it.
In partnership with
Supercharge the intelligence you already have.
The 16-motivator model layers into data you're consuming today. With partners like Nielsen IQ, a single study returns both the what and the why.
Your audience data
Run the model against panel, purchase, and transaction data from partners like Nielsen IQ. No new collection, no separate study.
Your consumer research
Apply it to research you own, or to your own consumer database. If you don't have one, we can build it.
What you get
Sharper decisions across every team that touches the consumer.
A ranked list of what to fix first
Which segments, friction points, messages, and experiences carry the most upside, ordered by impact.
Segmentation precise enough to personalize
Motivational profiles at the individual level, plus the digital twins of the consumers already driving your outcomes.
Recommendations your teams can execute
Specific moves across packaging, positioning, activation, and brand experience, mapped to the teams that own them.
More value from research you're already funding
Behavioral data you've already paid for, extended into a growth plan built around action.
Proof in market
Real categories. Modeled lifts. Clearer plays.
+9–21%
Purchase intent lift
Motivations IQ identified Relatable as the unique purchase motivator in the Mexican dinner kit category, with strongest gains among women aged 25–34.
Request the case studyThe big idea
“Instead of just describing behavior, you'll get a clear path to action.”
Built on years of neuroscience. Proven in market. Made for modern brands looking for an edge on how to win in their market.
Built for brands looking for an edge on how to win in their market.
Planning used to run on a three-year clock. The brands pulling ahead re-read their consumers every quarter and adjust while the year is still live, instead of finding out at the end of it that the plan was built on a motivation that already moved.