Did you know that new products fail at a rate of 95 percent?
Why? The biggest reason is the idea itself — the idea simply didn’t resonate.
How, as market researchers, can we help our clients to craft compelling messages by tapping the subconscious?
For the first time in 20 years, pioneers share practical, hard-earned lessons to milk subconscious cues for effective messaging.
- Reveal unmet needs through subconscious fantasies — consumers say they want something, but then don’t buy; what are they really craving?
- Design subconscious cues that are relevant to your client — semiotic cues are cultural, so it’s critical to identify what is relevant to your brand or story
- Overcome consumer barriers by re-framing with subconscious cues — a head-on, conscious attack usually backfires so, instead, re-frame the underlying message
By the time you leave this session, you will know how to reveal hidden cues, convert findings into action, and yes, emerge a Jedi Master of subconscious messaging!