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One piece of evidence against the typical focus group stems from the groundbreaking work of Dr. Robert Heath, originator of the theory of low-involvement processing. He theorized that not only do we rarely engage our conscious mind to process most communication about brands, we in fact rely on ingrained memory structures to make our brand decisions.
Brain Surfing
Heather LeFevre
New technologies like MindSwarms—where participants take short video clips of themselves answering questions while at home or in a store—go a step further, providing a window into people’s lives. These tools bring in quick input and let us feel what customers feel by seeing the world through their eyes.
Brain Surfing
Heather LeFevre
The older I got, the more it seemed to me that Hemingway was sending readers back to the age, which varies depending on the person, when they were least distant from their dreams.
Disturbance
Philippe Lançon
...catch up on these, and many more highlights
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