How does one analyze subconscious decision making?
Thursday May 1, 2008 by Ad Johnson
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?
» Post to this Topic
Zaltman Metaphor Elication Technique
Sunday May 4, 2008 by Yendra Booysen
This is a reply to: How does one analyze subconscious decision making?
I used Professor Zaltman's Metaphor Elicitation Technique for my Master's dissertation in Research Psychology. As with all "subconsious" studies, projective techniques work best when trying to understand how underlying mental processing work. Of course this is used in qualitative research more than structured questionnaires (quantitative research) in the realm of market research.
I suggest that you read more of Zaltman's work and the ZMET. Hope this helps.
» Reply to this Post
Quantitative approach for analyzing subconscious decision making
Tuesday March 3, 2009 by Charles A. Abramson
This is a reply to: How does one analyze subconscious decision making?
Hi Ad--
There are several techniques available to measure what's going on in consumers' subconscious minds, ZMET is but one of them.
The approach I've been using is the only one, to my knowledge, that is quantitative & survey-based (can be easily conducted as an online survey), and is based on very robust scientific evidence (something that ZMET & many of the others lack). Being a quantitative-based approach helps tremendously in validating one's findings, and in making sure what you think you've found isn't merely statistical noise.
Best regards,
Charles
Charles Abramson, PhD
Existential Branding Solutions
cabramson@existentialbranding.com
» Reply to this Post
