Our Thinking... Inside the Consumer Mind
Accessing consumers deep seated attitudes and needs is vital for optimising strategy and requires a range of different techniques:
| LAYER of CONSCIOUSNESS | TECHNIQUE | OUTPUT |
|---|---|---|
Spontaneous |
Simple questioning |
Immediate, Spontaneous, Top of mind |
Reasoned, Conventional |
Asking, Discussing |
Justifications, Explanations, Rationalisations |
Pre-conscious |
Pressing, Reminding |
Detailed elaborations/introspections |
Concealed, Personal |
Sympathetic probing, Empathy, Elicitation |
Personal admissions, Private wants |
Intuitive imagination, Fantasy |
Role Play, Collage, Non-verbal |
Symbols, Metaphors, Latent needs |
Unconscious Drivers |
Projective approaches, Semiotic Analysis. |
Repressed wishes, Archetypal needs. |
Source: Peter Cooper, 1983