fathom (verb): to understand completely, to penetrate to the meaning of; comprehend
We know that a large part of consumer decision-making occurs not at the rational (feature and benefit) level but is instead laden with embedded emotional and psychosocial mindsets that guide preferences and judgments. Thatâs why creativity and imagination must be incorporated into research when weâre trying to penetrate these mindsets to understand the customer-brand experience. Different consumers have different lenses through which they experience brands; this is how they extract meaning that shapes their decisions and behaviors. And these experiences are not static. They are dynamic, ever-changing as new experiences and situations arise.