Generating reliable insights for a communication development

Pablo González Vicente, Pablo Sánchez Kohn, Gastón Suárez Crothers and Maite Descouvieres Vargas

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry.

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...

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