Understanding client perception of your business

Understanding client perception of your business

Learning about consumer psychology can take your business to the next level. Understanding the minds of your clients or customers is what differentiates a good business form a great one. If you have any questions and consumer psychology or franchising, please call us at 778-676-3808 or email me at alistair@thewealthyfranchise.com

You need to know client perception of your business.

client perception of your business

Image of two young businessmen using touchpad at meeting



Perception is how we organize and interpret the stimulus in the environment. Perception involves getting information from all the different organs e.g. (Skin, eyes, nose, ears…etc). Vision involves light hitting the retina, hearing involves pressure waves and frequencies, smell is affected by receptors in the nose that sort odor molecules and send the signals up to the brain. Although the theory behind perception is complex, all of this happens without conscious awareness.

The Gestalt theory states that the whole is different than the sum of its parts. So in regards to perception we are looking at how smaller objects are grouped to form larger ones. E.g (how does one know that an object is a table? Four legs…). Even though it is called Gestalt’s “laws,” they are more like “heuristics.” Heuristics are mental shortcuts for solving problems.

Deutsch’s scale illusion:

When listening to music with headphones right-handers normally hear higher tones on the right side ear and lower tones on the left. When the headphones are switched around, the subjects still hears the higher tons on the right.

Melodic schema:

There is a preference for auditory patterns which are consistent just like “good continuation” with visual perception. The laws work as best guesses which are used to make inferences about the sound in the real world. Many things can lead to discrepancies between the real world and what arrives on the retina, and then what is processed.

There are four important aspects to sound perception:

Frequency The number of occurrences of a repeating event per unit time
Amplitude The magnitude of change in the variable
Timbre What quality of the musical note e.g. ( Drums vs. singing)
Rhythm Defined in the Oxford University Press as “movement marked by the regulated succession of strong and weak elements, or of opposite or different conditions.”

The principle by Gestalt of good continuation says that a continued visual line will be grouped together. The pattern will appear to continue on beyond the end of the pattern and we “fill in” the rest. He argued that objects appear as they do in virtue of the parts’ relations to one another.


Camouflage is a visual deception that involves concealment by some means that alters or obscures appearance. Camouflage hides contours (the outline) of the shape, which makes it hard to differentiate between the object and the environment.


The arrangement of balanced elements of a whole. Involves exact correspondence on both sides of the axis. Symmetry states that the observer wants to see balance, and a good picture should not give the impression that something is unbalanced.

Computational theory:

The view of many evolutionary psychologists that the mind is like a computer in the way it processes information.

Image showing ventral stream (green) and dorsal stream (purple) in the human brain visual system.

Every infant has to go through perceptual development in order to help them interpret and understand sensory input. Children want to learn about what they see, smell, hear, taste, and touch. Due to perceptual development child psychologists recommend that children have a stimulus- rich environment. Perceptual development is basically motor development. An infant needs to be able to grab objects, support their head on their own, and move their head so they can scan the environment.

In the challenge we had in class where we had to design the “perfect toy” that would interest an infant from birth to 9 months, I came up with the idea of a ball that plays music when you kick it or push it. It could be different colors that the infant could see e.g. (red and green). It would appeal to the infant’s interest in: motion, collision avoidance, and red-green color vision.

According to the preference method infants are always looking for something. Since infants spend more time looking at certain things than others, they must be able to tell the two apart. After a while the infant may become bored with the object, which is measured by: looking time, heart acceleration, and lack of attention.

Motion perception is how we judge speed and direction of stimulus in the environment based of visual inputs. According to James Gibson’s theory of perception all information that is needed for #-D perception is what is processed in the retinal image. Optic array becomes optic flow- motion transforms a static image into a dynamic image.

Gibson came up with three problems that need to be resolved in accounting for motion perception.

1. How do we see the motion of an object when there is movement on the retina?

2. How do we attribute movement to an object when the eye is following the object and there is no movement on the retina?

3. Why does the environment remain stable?

Depth perception is the ability to perceive the world in three dimensions and tell between different distances. Depth sensation is the ability to respond to the constant changes in distances of objects in our environment.

Depth perception comes from a bunch of depth cues. Retinal image size is smaller for objects the farther they get away and larger the closer gets.

Euclid’s law:

Texture gradient is the distortion in size in closer objects than ones farther away. Objects appear denser as they move farther away.

Atmospheric perspective:

The effect the atmosphere has on the appearance of an object. The further away the object is, the more it appears to blend in with its surroundings.

The Ames room:

In this illusion room, a person that stands in one corner appears to be very small, where the person in the other corner appears to be a giant.

The Ponzo illusion:

An illusion that involves two identical lines that are horizontal to each other. The upper line appears to be longer because the two small lines point outwards at the end, instead of inwards.

A stimulus that is less intense than the sensory threshold will not elicit any response. In other words, if the stimulus does not reach the absolute threshold (the lowest level at which a stimulus can be detected) you will not notice it. You will not recognize the stimulus until you reach the recognition threshold.

Receptors for each of the different sensory systems are limited by the amount of stimulus that is needed to result in a change that can be detected. E.g. (ears may be more sensitive to change than smell). Also dogs have a lower absolute threshold for sound than humans. And snakes have a very low absolute for taste.

Client perception of your business is important and can be found out by doing research studies.

Contact us today at 778-676-3808 to learn more about consumer psychology or learn about investment opportunities in Canada.

Our CEO, Alistair Vigier, was recently named one of BC Business’s 30 under 30.
Works Cited

Kaiser, P. K. (2009). The Joy of Visual Perception . Toronto: York University.

Lynch, Z. (n.d.). Interesting optical illusion. Retrieved 2012, from http://richrock.com/illusion.html

perception. (n.d.). Dictionary.com Unabridged. Retrieved March 29, 2012, from Dictionary.com

Stanford press. (2009). Auditory Perception. LA: Stanford university .

Wikipedia. (n.d.). Perception. Retrieved 2012, from http://en.wikipedia.org/wiki/Perception

Wise Geek. (n.d.). What Is Perceptual Development? Retrieved 2012, from http://www.wisegeek.com/what-is-perceptual-development.htm

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