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Our articles take you into the world of emotion, unconscious needs and behaviour. From underlying drivers to practical behaviour interventions.

Always with a sharp sense of what truly drives people.

Knowledge Base

Insights that start with behaviour

In this knowledge base, we share our perspective on research into experience and behaviour. We write about relevant themes such as customer focus and unconscious behaviour, and we explain what these concepts do reveal about what people truly think, feel and do. No step-by-step guides, but thoughtful insights that help deepen your understanding of behaviour.

Employees

Employee happiness begins with listening to the subconscious of employees.

Happiness at work. We talk about it often, but do we truly understand what employees need to experience it? In many organisations, employee experience still revolves primarily around numbers, statements and dashboards. But behind those numbers lives a world of drivers, feelings and small stories that often remain invisible. At Forum Research, we see it every day: winning outside starts with understanding inside. Real insight only emerges when you dare to listen to the human being behind the employee.
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Clients

Why we think we make good decisions (and why that is not always the case)

In our daily lives, we make decisions constantly. From buying a house to hiring a new employee or choosing a car, we tend to believe we are making well-considered choices. We are convinced we are well-informed — but what if that is not entirely true? What if our convictions let us down, and we actually act far more on feeling and unconscious influences than we realise?
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Clients

Do you know what drives you?

Why do we do the things we do? It is a question we ask ourselves often at Forum. Not out of curiosity alone, but because the answer tells us a great deal about choices, behaviour and energy. The key often lies deeper than we think. In our drivers.
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Residents

What is on the minds of your residents?

For many housing associations, it has been written down in fine words for years: resident experience, housing happiness, feeling at home. But behind those words lies a simple, yet difficult question: what is actually going on in the mind of a resident?
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Clients

Is the customer at the heart of your organisation or the KPI?

Many organisations say the customer comes first. You can read it everywhere: in strategies, annual plans and dashboards. Customer-centricity has become the norm. And yet, in our conversations with organisations, we often see things stall. The intention is there. The energy too. But the next step is missing.
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Clients

A high NPS score does not make you successful

A 9. Even a 10. A great result, you might think. The customer is satisfied. Mission accomplished. But is that really the case? After a visit to a garage, an online purchase, or a call with customer support, we all get the same: a short survey. “How likely are you to recommend us?” One number. Done. It’s convenient, it gives an overview. Tracks trends. Enables comparisons. Provides benchmarks. But the question too often left unasked is: do these numbers really predict what customers will do?
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Clients

Customer-centric research? Measure implicitly!

In this article, we explain what implicit measurement is and why it’s essential if you truly want to listen to your customers in research.
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Clients

3 reasons why open feedback deserves more attention than the NPS score

You see it everywhere: the NPS score. A number that either excites teams or makes them nervous. Understandably so. It’s a handy benchmark to track and compare customer loyalty. But, if we’re honest, the number is often just the tip of the iceberg. The real treasure lies beneath, in that one open-ended question: Why did you give this score? That’s why we advocate for giving open feedback the attention it deserves. Here are three reasons which really tell one story: numbers inform, but words move you.
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In-depth

From measuring to understanding

Our whitepapers go just one step further. Here we take the space to explore topics in depth, with substantiated insights from research and analysis. For those curious about what lies beneath the surface.

Residents

Revealing the stories behind the front door

This whitepaper shows how the WoonWelzijn Scan captures the stories behind the front door and translates them into concrete, reliable insights for better decisions. This way, you combine hard figures with real resident experiences and do justice to what’s truly going on in the neighborhood.
Clients

How people make choices

This whitepaper shows why marketers need to understand choice behavior and how subconscious needs and emotions, driven by System 1, determine the largest part of buying behavior.
Employees

The Power of Employee Experience

This whitepaper shows how we help you gain insight into the underlying drivers, where employee behaviour is largely shaped.
Clients

Beyond NPS. What’s next?

NPS tells only half the story. Behind every score lies an unseen world of emotions, doubts and drivers that shape customer behaviour. This whitepaper shows how to uncover that deep layer. For organisations that don’t just want to measure, but truly want to listen, understand and create change.
Residents

New technology makes resident experience insightful

Many residents remain unseen. This whitepaper shows how to make their experiences and needs visible in a simple way and how to truly include their voices in your decisions. This is how you create policy that reflects real life.
"Organizations and marketers need to become more aware of what drives their target group. This forms the foundation for a better grip on customer behavior and growth."
Mark Stohr
Director of Forum Research
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