We’ve long known that the unconscious mind plays a major role in customer decision-making. Influential researchers like Daniel Kahneman, Dan Ariely, and Gerald Zaltman have written about how emotions and unconscious memories shape our choices. (Note: Gerald Zaltman is not related to me… as far as I know!) People’s decisions are largely based on emotions and unconscious memories; yet, when asked how we come to our decisions, we use our conscious minds to come up with a rational answer – which may or may not be accurate!
One of the advantages of qualitative research is its ability to uncover these hidden motivators. Projective techniques, for example, help us get beyond surface-level responses to reveal deeper emotions and drivers. Lately, I’ve been exploring neuro-linguistic programming (NLP) and hypnotherapy – two fields that specialize in accessing the unconscious mind – to see what qualitative researchers can learn. There are several powerful techniques we can adapt and apply in our work.
One particularly useful technique is guided visualization, commonly used in NLP to retrieve unconscious memories and imagine desired outcomes. In qualitative research, we can leverage this method to help participants recreate past experiences and envision ideal future scenarios – both of which yield richer insights than traditional questioning.
Take a retail client, for example. Instead of simply asking customers about their last visit to the store, we can immerse them in the memory:
- In a one-on-one interview, have the participant close their eyes and relax. Guide them through their last visit: “Picture yourself walking into the store. What do you see? What do you hear? How do you feel?”
- Move through the entire experience: browsing, interacting with staff, making a purchase. Probe for emotions: excitement, hesitation, satisfaction, regret.
- What feelings lingered after the visit? Would they return? What made the experience memorable – or forgettable?
This technique activates the senses and emotions tied to the experience, unlocking deeper insights that may not emerge in a standard interview. It helps clients understand not just what customers do, but why they do it – and how they feel about it.
But we don’t have to stop at recreating past experiences. Once the participant is fully engaged, we can ask them to visualize an improved version of the experience.
- “What would make shopping here more enjoyable?”
- “If this store wanted to feel extra premium, what should change?”
- “What would make you want to return more often?”
Instead of asking customers to rationally brainstorm improvements, this method lets them feel their way into the answer. It often reveals insights we wouldn’t get through direct questioning.
Guided visualization is just one technique that can enhance qualitative research. In my next Research Tidbit, I’ll explore the ego state approach, a method from hypnotherapy that can help uncover internal conflicts in decision-making. Customers frequently have a part of them that wants to make the purchase and part that doesn’t: we can learn how to appeal to both sides.
Let’s discuss how to uncover your customers’ unconscious motivators. Email me at info at bureauwest.com.
References: “Hidden Minds,” Harvard Business Review, June 2002; “Thinking, Fast and Slow,” Daniel Kahneman, 2011; “Predictably Irrational: The Hidden Forces That Shape Our Decisions,” Dan Ariely, 2008