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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?

Hmmm...

The first thing that came into my head was Suggestive Mental Therapy Mining or SMTM, which sounds pretty cool and I'll have to get around to inventing just what that method could be some day.

Honestly, I dunno. There are some tools that have hit the web recently like the:

http://www.emotiv.com/

Which is a head harness / software tool kit that is all about reading our brainwaves and giving us ways to tap into and understand them, but like anything with these new approaches, only time will tell on just how useful they'll be in painting a picture for ya.

Dan