Ernest Dichter

Ernest Dichter was a pioneering psychologist and marketing expert who studied why people buy certain products. Often called the "father of market research," he used insights into human emotions, desires, and motivations to help companies design products and advertising that better connect with consumers. Rather than just asking straightforward questions, Dichter employed techniques like in-depth interviews and projective tests to uncover subconscious preferences. His work transformed marketing into a more psychological and strategic field, emphasizing the importance of understanding people's deeper needs and feelings to influence their purchasing decisions.