Motivation Backcasting: Uncovering the Emotional Truth Behind Consumer Decisions

What if the reason your customers buy - or leave - has nothing to do with your product? At Embark, we dig deeper than behaviour. Using a technique we call Motivation Backcasting, we uncover the emotional drivers behind customer decisions - Certainty, Growth, Recognition, and more. Because when you understand the real “why,” you don’t just reduce churn. You create value they can feel. Read on to find out how we do it.