Researching implicit memory: Deep dive through trance

Lisa Morgan
Future 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, a consumer is guided into a hypnotic state and to focus on describing their inner world. The researcher probes to reveal the neural pathways linking associations, images, memories and impressions that lie beneath a respondent's consciously-held attitudes and behaviour.