'Mapping' the customer's mind. Multi-dimensional psychological insights in pre and post project qualitative research

This paper attempts to understand and access the respondent’s inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized that the human mind is complex and can best be understood by applying a series of “Maps of the Mind”.

“Mapping” the Customer's Mind

Multi-Dimensional Psychological Insights in Pre and Post Project Qualitative Research

Michael Francesco AliotoThe RDA Group, Inc., United States.

Sanford StallardThe RDA Group, Inc., United States.

Amy RouthierThe...