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How does one analyze subconscious decision making?

I read an interview with Professor Zaltman from Harvard. He says that 95% of our mental processing occurs in the subconscious. Does anyone know about a tool in market research that reaches into the subconscious?

How does one analyze subconscious decision making?

I understand your problem. Actually As our life becomes more dynamic and less structured, intuition gains more and more recognition as an essential decision making tool. You have probably heard of experienced decision makers who are able to directly recognize the best option or course of action in many tricky situations. The solution just comes to them from somewhere in their subconscious mind, instead of being a result a lengthy chain of logical derivations or a computer output from a complicated Monte Carlo simulation.