“People don’t always do what they say, and they don’t always say what they do.”
While consumers might think they know exactly what they think or prefer, they really only have limited access to their own implicit preferences. This is one of the major obstacles that marketers face when doing market research.
In order to understand these implicit preferences more accurately, market researchers need to tap into the subconscious mind of the customer.
So, how can we tap into the consumer’s subconscious and gather deeper insights?