The subconscious: the driving force behind brand choices. Our brains have three components: the conscious, the unconscious and the subconscious. If you are only getting information from consumers' conscious level, you are missing the driving force behind their brand choices: their subconscious thoughts and feelings. Hypnosis is the only way to explore the subconscious and Hypnosis Focus Groups is the most widely used technique for research in this area.
The Persistence Of Memory. Salvador Dali's famous painting visualizes the idea that all of consumers' concrete experiences and the emotions attached to them are stored in their "time-coded" subconscious memory banks. These experiences and emotions are there for us to explore with hypnosis.
Hypnosis acts like a time machine.
Through the process of "age regression" hypnosis enables us to take respondents back in time to their earliest product and brand memories and the emotions connected to them. These memory "imprints" can be the driving force behind their current purchase motivations. (Konrad Lorenz won the Nobel Prize for his discovery of the "imprinting" process). Once these "imprints" are known, they can form the building blocks for more insightful brand strategies.
For generating radically new consumer feedback
No "dominant" respondents.
With Hypnosis Focus Groupsthere are no "Godzilla" respondents who can sway the group. Every respondent (even the shyest) gives their own answer and opinion without being concerned about what any other respondent has said. We are now in control of the flow and content of the discussion.
No lie-detectors needed.
Respondents provide only completely honest and truthful answers and will not tell us something just because they think it might make us feel good or make them look good. In Hypnosis Focus Groups there is no "yea-saying." The information we get from them is coming from their subconscious (truthful) mind, unfiltered by their conscious level. As a result we can rely on the information provided.
More emotional responses.
As with Rodin's lovers, respondentsin Hypnosis Focus Groupswill not hold back their emotional side, but will instead share their true feelings. In hypnosis we have removed the respondents' need to be completely rational and logical. The reason this happens is that hypnosis enables respondents to get more in touch with their right brain where emotions, feelings, intuitions and underlying beliefs are stored. As a result, respondents provide us with more than just "analytical" information.
Every respondent a potential Leonardo.
Respondents in Hypnosis Focus Groups are less inhibited (much like in a hypnosis stage show). In brainstorming exercises they will come up with their most creative and wild and crazy ideas without worrying about how others will view them. As a result, many more new and unconventional ideas will be developed.
- Free Video CD-ROM of the Hypnosis Focus Group technique -
