Introduction
There is little consensus on what the unconscious mind is, and how to measure it. This is because the unconscious is not one thing but many. Like the elephant in the old parable, it is easy to reach out and touch a single part of it, and mistake that for the whole. By understanding the full structure of the unconscious mind, and using the right tools to measure each part of it, we can fully and accurately answer our research questions. To understand consumer behaviour in full, most projects should set out to measure three key parts of the...