7 facts about humans that will change the way you do research

Room 5 | 4:45 pm - 5:15 pm | Wednesday, May 3, 2023

Human beings are not rational. In fact, a lot of the time when they make decisions they are not even thinking consciously. In a world that is getting faster, more human decision-making becomes automatic. The subconscious mind takes over and that can impact what we focus on.

Did you know that your subconscious mind is driving your car? That it plays tennis and ties your shoe laces? Yes, really. It also decides which adverts you see and how you navigate through a website or grocery store.

Join Emotional Logic for deeper insight into the subconscious mind and how to research it.

The human brain can process 10m bits of information per second – but consciously humans are only able to process 40 – 50 bits per second. Our subconscious mind takes care of many of our routine processes (such as tying laces) to free up capacity of our conscious mind. But it also deletes, distorts and generalizes information to make our lives easier. So it is critical that research methodologies consider not only the conscious but also the subconscious mind of the consumer.

More and more research tools to measure subconscious reactions are being marketed. But do they actually work? Which ones deliver insight and value? And what is the best way to research the subconscious mind?

We will present seven facts about humans that we have learned in over 10 years of behavioral science research and their impact on research methodologies.

Key takeaways:

  1. Seven facts about humans and how the subconscious mind influences behavior.
  2. Pitfalls and dangers when researching the subconscious mind.
  3. How to design research methodologies to tap into the power of the subconscious mind.

Consumers Methodologies Presentation by Supplier


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