How do
unconscious thoughts
improve communication?

Recent research shows that conventional methods of advertising, concept and product testing are limited to exploring surface level, “rationalized” beliefs and associations, or simple recall. They cannot dig down to the more fundamental, often unconscious, meanings and emotions that consumers co-create in response to communication content.

A ZMET-based approach leverages the phenomenon of “co-creation” by exploring how consumers’ memories of prior experience interact or blend with the communication materials to create new ideas. These new ideas can have a powerful influence on attitudes and behavior. In addition to insights about how consumers interpret the message, our analyses provide rich diagnostic information about how to improve the communication.

Communication applications:

• Determining the relevance of positioning concepts
• Developing imagery for mood boards
• Evaluating message content
• Fine-tuning of animatics and rough cuts
• Selecting the most effective audio, text or visual cues

Product applications:

• Understanding product trial experience
• Evaluating new product concepts
• Determining meanings of flavors, colors, tactile attributes
• Evaluating package designs
• Identifying meanings associated with logos or brand names

Other applications:

• Creating and evaluating brand (or company) stories
• Evaluating policy or program descriptions