Esomar Deep Dive Into The Mind

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Information about Esomar Deep Dive Into The Mind

Published on November 19, 2009

Author: ralph_poldervaart

Source: slideshare.net

A DEEP DIVE INTO THE MIND

PEEK INTO THE MIND - Moment of a crucial decision - Imprint of a brand - Dream of an ideal situation

PEEK INTO THE MIND

- Moment of a crucial decision

- Imprint of a brand

- Dream of an ideal situation

MIND AS A VCR All our experiences are recorded by sight, sound, touch, smell, taste and feelings.

DECISION MAKING Our behaviour is influenced by what we experience. We use ‘algorithms’ in our decision making, based on our experiences.

DECISION MAKING

Our behaviour is influenced by what we experience.

We use ‘algorithms’ in our decision making, based on our experiences.

LIMITED ACCESS We do not always have access to our ‘algorithms’, experiences and beliefs. Much of it is stored in the subconscious.

SUBCONSCIENCE Mental processes that influence judgments and behaviour. We can not access this area directly.

SUBCONSCIENCE

Mental processes that influence judgments and behaviour.

We can not access this area directly.

MARKET RESEARCH The subconscious plays an important role in our decision making. Market research merely focuses on the conscious mind.

STATES OF CONSCIOUSNESS Beta Alpha Theta Delta

BETA STATE Awake, excited Alert consciousness

BETA STATE

Awake, excited

Alert consciousness

DELTA STATE Deep, dreamless sleep Unconsciousness

DELTA STATE

Deep, dreamless sleep

Unconsciousness

ALPHA STATE Relaxed, daydreaming Access to subconscience

ALPHA STATE

Relaxed, daydreaming

Access to subconscience

GETTING CONSUMERS IN ALPHA STATE Closed eyes Relaxation exercises Guided visualisation

GETTING CONSUMERS

IN ALPHA STATE

Closed eyes

Relaxation exercises

Guided visualisation

RESPONSES IN ALPHA More emotional More honest More detailed, vivid More creative

RESPONSES IN ALPHA

More emotional

More honest

More detailed, vivid

More creative

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..."

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..."

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