ESP’s customer modelling is a research process based on their unique combination of experience in the clinical identification of people's motivational strategies and in marketing. This unique process interviews samples of people about specific behaviours, and processes their language to identify and quantify their motivational hierarchy and structural preferences.

The charts and other outputs generated are ideal as planning and briefing tools. In addition, they provide a process for objectively assessing how communications are delivering key messages and identifying ways to enhance that delivery and rapport with the audience..

For interactions online, you can identify the motivational hierarchies and personality preferences of large volumes of individuals using ESP's innovative software. This is a low cost way to track audience motivators over time and in larger numbers.

In this Online example, we can see how this process works. To promote their book Bonfire of the Brands, Canongate Books have used ESP software to provide visitors the opportunity to better understand their brand profile. Not only are they offering visitors an interesting way to interact with the site and an opportunity to have a personalised brand report based on their answers to the research; they are also gaining access to the data provided, which can then be used for customer profiling, segmentation and promotion.