Finding the truth underneath surface opinions
95% of all thought is unconscious. Values, beliefs and fears that consumers hold influence their decisions every day without them being conscious of it. Traditional research techniques have great difficulty accessing this information. We have adapted techniques from psychology and coaching to enable access to this deeper consumer insight.
If 95% of all thought is unconscious then the activity in your mind that you are aware of is only around 5% of what is really going on. Traditional focus groups using only question & answer, without the use of advanced tools such as projective techniques, operate mainly within those 5% only. If we really want to understand consumer behaviour we have to access the remaining 95% - unconscious fears, beliefs, values that influence day to day decisions - but we can’t do that with traditional research techniques. It is time for a new approach to consumer insight.
A sector that has made great inroads into making unconscious data conscious is psychology. So it makes sense to check how they do that.
To develop our techniques we have done just that. We have evaluated a large number of research and questioning techniques and adapted them for use in market research. From advanced online survey tools over specially developed exercises for focus groups to intense one on one interviewing – we have a range of tools that truly dig underneath surface opinions to generate new consumer insight.