| Ever wanted to find out what your focus group participants are really thinking? Hypnotize them. It’s a new use for an old technique that’s catching on among some Australian ad agencies and their clients. Offered by market and social research company Mindtec Diagnostics, the hypnosis places focus group members in a “very gentle day-dreamy-like state.”
The result, according to one satisfied customer: responses that are more truthful, because they aren’t tainted by social expectations, the money participants are being paid, or the opinions of others present.
In one test of the patented Altered States Elicitation Technique, researchers found participants’ recollection of a company and brand after viewing TV advertisements improved 75 percent when hypnotized compared with when conscious. |
