Researching implicit memory: Deep dive through trance

This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices.

Researching implicit memory: Deep dive through trance

Lisa MorganFuture Seeing

Brands can use hypnosis, or trance, techniques to better understand consumers' thought-processes and unconscious purchase choices.

How often have you asked or been asked for a 'deep dive' into a brand – the objective being to get to data beneath the data and to uncover a fresh insight by looking at brand information more closely than before?

Using trance to go deeper into a brand or to explore consumer behaviour is a qualitative research version of 'deep diving'. Trance interviews uncover the thoughts beneath the thoughts. With eyes shut,...

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