Have you experienced the uneasy feeling or growing concern that traditional marketing research techniques—qualitative and quantitative—do not provide the deep consumer knowledge that is essential for meeting the wants and needs of consumers and effectively differentiate your offerings? If so, you have come to the right place because Change Formation LLC offers the solution.
Marketers have access to an array of quantitative and qualitative tools for researching consumer behavior. But our current understanding of the human mind and behavior calls their effectiveness into question. This is because sophisticated brain scanning technologies have demonstrated that 95% what drives human choices and behaviors lies below the level of conscious mind. That’s right, only 5% of the content of mind resides at a conscious level and the other 95% is unconscious. And most unconscious material is inaccessible to the conscious mind. All of life’s memories, cultural inputs, associations to what events experienced in the world mean, messaging from parents and other authority figures, friends and foes, as well as emotions, beliefs and attitudes lie below the level of conscious awareness, where they influence brand choices WITHOUT awareness at the conscious level of mind. And for mature products, there are likely actual brand perceptions formed at an early age, which are inaccessible to the conscious mind without improved approaches.
While it is true that some people will distort responses to surveys and focus group questions in order to “look good,” the biggest problem is that people don’t really know what drives their perceptions, choices and consumer behaviors, because this material is unconscious.
If consumers are making their choices and decisions unconsciously, why do marketers and researchers persist in querying conscious minds? The answer is that most are not yet aware that there is a means to bypass the conscious mind and communicate directly with the unconscious mind. And that means is hypnosis.
When a consumer is guided into hypnotic trance, he or she can access deeply rooted, unconscious associations to your services and products that are critical to decisions regarding product/service design, advertising and all marketing communications. While reducing the biases introduced by group dynamics in focus groups (e.g., deferral to the most dominant voice in the room) and inaccuracies introduced due to lack of knowledge on the consumer’s part about what drives their decisions, hypnosis enables access to the most important content of the deep inner mind. And this is the content—which is likely to have never been accessed before—that informs perceptions and behavior. This deep consumer knowledge is simply inaccessible through any other means.
Change Formation LLC can be a critical asset to marketing departments and branding professionals attempting to understand the perceptions and true motives of prospects and customers. This is because even with all of the big data possessed by marketers, people within target markets house the most important information about who they are and what they care about, as well as company and product perceptions, way down deep within their unconscious minds. And by definition, this unconscious information is not readily available to the conscious mind when filling out surveys or participating in focus groups.
Change Formation LLC uses a thorough process in which both marketers and research participants learn from the experience. Research participants discover connections between their memories, beliefs and experiences with your brand, products, services and advertising. Conversely, hypnosis enables marketers to access consumers’ earliest brand memories and the emotions attached to them. This is gold dust to creative professionals who can use this information to craft advertising that resonates, and to product/service designers who lead innovation.
Our research process increases the depth and accuracy of information about the needs, wants and perceptions of prospects and customers, which is critically important to the success of the business. The competitive advantage that Change Formation facilitates is in accessing the information that really matters; the true drivers of consumer decisions, choices and behaviors that reside at an unconscious level of mind.
Please give us a call (312-399-3464) or email at: cmorken@changeformation.net