A bat and a ball cost £1.10 in total. The bat costs £1.00 more than the ball. How much does the ball cost?
Take as much time as you need…
If you said 10p, you’re in good company. More than 50% of students at top American universities also gave the same, wrong answer. (Well done, if you said 5p!)
What this little brain teaser illustrates was explained during our latest Masterclass at the Groucho Club in Soho. The morning-long session focused on Thoughtscape™, the revolutionary new research technique pioneered by HPS.
THINKING WITH OUR HEARTS
The bat and ball question highlighted how much of life we cruise through using the spontaneous and emotive System 1 part of our brain, rather than the more considered System 2 part which would have been much more suited to answering our maths problem.
It also demonstrates how important spontaneity and feelings can be in our decision-making as consumers; something traditional research fails to get to grips with.
REVOLUTIONARY NEW THOUGHTSCAPE™
Thoughtscape™ delivers spontaneous customer truths in a way no other research method can.
Borne out of neuroscience, market research and deep learning, it taps into the episodic memory to elicit a rich stream of consciousness from customers.
So how does it work?
We ask deceptively simple, open-ended questions to draw out a stream of consciousness response. This is free-range comment untainted by the pre-defined questions of the researcher. For once, there is no danger of leading the witness.
All the verbatims are captured at scale and, better still, the results are truly actionable.
THE POWER OF EMOTION
Building on this theme, the packed Masterclass audience heard that emotion was a key creative driver among the awarded 2018 IPA Effectiveness papers. 55% of winning campaigns cited emotion as their main creative strategy.
Customers will forget what you say in your ads. They will forget what you do in your promotions. They will forget the technical features about your product. But they will never forget how you make them feel.
UNCOVER DIFFERENCES THAT OTHERS MISS
After a convincing example of Thoughtscape™ in action featuring recent research in the airline sector, the Masterclass concluded with a summary of the benefits of this revolutionary new research technique.
Thoughtscape™ reveals unexpected truths, uncovers meaningful differences that others miss, answers questions you didn’t even know you needed to ask and always lets you know what action to take.
If you’d like to find out more about Thoughtscape™ and what it could do for your business, please register your interest in attending our Masterclass below.