Generating reliable insights for a communication development
Pablo González Vicente and Pablo Sánchez KohnCimagroup, Chile
Gastón Suárez Crothers and Maite Descouvieres VargasBancoEstado, Chile
IS IT POSSIBLE TO KNOW WHAT CONSUMERS REALLY THINK?
The question is relevant and has gained full application due to the significant advances in cognitive sciences of the last decade. These findings have shown that most mental processes operate at an unconscious level. We are not only scarcely conscious of a minimum part of our brain activity, but also we hardly know that our brain makes decisions before we may realize...