Why unconscious decisions aren’t always best

Why unconscious decisions aren’t always best

At a recent conference a speaker remarked that the best outcome for your brand is that it is chosen without conscious thought. The more I examine this, the more curious a conclusion it appears. Why is it assumed that unconscious processing is better than the conscious...
Why we need to be more emotionally intelligent

Why we need to be more emotionally intelligent

How emotionally intelligent is the marketing and MR community? I recently ran a workshop on Why Emotions Matter with a large group of UK clients. One of their tasks was to come up with an elevator speech that would convince a sceptical CEO (say, Lord Sugar of...

Metaphorix

Metaphorix has won 11 award nominations, commendations and prizes since launch Drawing on breakthrough findings from neuroscience and cognitive linguistics, Metaphorix® uses universal metaphors that have a proven link in our unconscious minds with key emotional...
Making the Case for Emotion (again)

Making the Case for Emotion (again)

I recently presented a paper with our client, Heinz, entitled ‘Why Heinz knows the Truth is Implicit’. It discussed how we had employed two implicit techniques -based on metaphors and reaction-time – to uncover associations (with a piece of...
A Voyage Into the Implicit Mind

A Voyage Into the Implicit Mind

Increasingly, marketers are coming to recognise the importance of the implicit mind. It’s where the vast majority of our ‘thinking’ about brands takes place – way below the level of our conscious awareness (explicit mind) – and comprises our...