Esomar Deep Dive Into The Mind
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The document discusses the human mind and decision making process. It states that our experiences are recorded through our senses and influence our behavior and "algorithms" used in decision making. Much of our experiences and beliefs are stored unconsciously and inaccessible directly. Market research focuses on the conscious mind but the subconscious plays an important role in decision making. Different states of consciousness are described like beta, alpha, theta, and delta states. Getting consumers into a relaxed alpha state can provide more emotional, honest, detailed and creative responses for research.
Esomar Deep Dive Into The Mind
- 1. A DEEP DIVE INTO THE MIND
- 2. PEEK INTO THE MIND - Moment of a crucial decision - Imprint of a brand - Dream of an ideal situation
- 3. MIND AS A VCR All our experiences are recorded by sight, sound, touch, smell, taste and feelings.
- 4. DECISION MAKING Our behaviour is influenced by what we experience. We use ‘algorithms’ in our decision making, based on our experiences.
- 5. LIMITED ACCESS We do not always have access to our ‘algorithms’, experiences and beliefs. Much of it is stored in the subconscious.
- 6. SUBCONSCIENCE Mental processes that influence judgments and behaviour. We can not access this area directly.
- 7. MARKET RESEARCH The subconscious plays an important role in our decision making. Market research merely focuses on the conscious mind.
- 8. STATES OF CONSCIOUSNESS Beta Alpha Theta Delta
- 9. BETA STATE Awake, excited Alert consciousness
- 10. DELTA STATE Deep, dreamless sleep Unconsciousness
- 11. ALPHA STATE Relaxed, daydreaming Access to subconscience
- 12. GETTING CONSUMERS IN ALPHA STATE Closed eyes Relaxation exercises Guided visualisation
- 13. RESPONSES IN ALPHA More emotional More honest More detailed, vivid More creative
- 14. WHAT CLIENTS SAY “ With only three groups, we gathered the amount of quotes that would normally take twenty focus groups. And even then, I doubt if we would have such explicit material..."