It is not we who decide on our actions, but our unconscious. Rationality, if anything, steps in later to keep us from making mistakes. "The Illusion of Conscious Will" led to a major breakthrough in neuroscience at the end of the 20th century.

This applies as much to humans as it does to market research. Don’t need to ask homemaker why she behaves in a certain way. With any luck - that is, if she isn’t sweetening reality to look good - she’ll answer with what goes through her mind at the conscious level. But, in fact, not even she’s aware of the profound motivations behind her buying decisions. Even though, of course, she’s convinced.

If you are as passionate about this subject as we are, you can visit the eidethic.com website and download the ebook to briefly get an idea of the state-of-the-art of research. 

Eidethic is a research institute that explores consumers’ unconscious. It is the result of the encounter of the leading European expert on in-depth research and two brand perception marketing specialists. Its mission is to help businesses come up with original ideas that reflect deep market sensibilities.

Its strength lies in joining high-level scientific expertise with years of experience in marketing and creativity. This is how we can turn research findings into concrete ideas for the market.

The result for businesses are strong products that can quickly go to the heart of the public, the very heart from which the ideas came from.

EIDETHIC

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