What is a filter map?
An advanced interview technique to identify conscious and unconscious motivational drivers.
It is not that consumers don’t want to tell us their true behaviours and motivations – it’s that very often they are not aware of them themselves. Many everyday behaviours (such as grocery shopping), have become routine patterns that happen unconsciously. They are ingrained into the consumer so that they can be completed quickly and efficiently and that time can be spent on more pleasurable activities. Decisions that are made routinely become unconscious and specialist research techniques are required to dig underneath the rationalised ‘stock answers’ consumers have learnt to offer in order to avoid spending time thinking about things they deem of low importance.
Key Benefits of the Filter Map Technique
- Methodology developed from psychology and coaching techniques
- Works in harmony with consumers cognitive processes
- Discovers significantly more data than traditional focus group and survey work
- Uncovers unconsciously held data from the consumer’s mind
- Uncovers how different emotional and thought patterns influence each other