Kate Nightingale believes that consumerism and consumer behaviour are quite developed research areas but they are not appropriately applied in real life. According to her, anyone designing products or building them, should use imaginary research to avoid succumbing to fundamental psychological research flaws. To adequately use imaginary research, it is fundamental to acknowledge the personality of the customer. Moreover, as previous research has shown, human minds perceive brands as human beings. Therefore, understanding how to give brands “human-like” characteristics would allow brands to create better relationships with their customers. To create a positive relationship with customers also imply understanding the meanings behind the products that customers purchase. In fact, as our founder says “people don’t just buy products, they buy the symbolic meaning behind these products”.