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Humanity just isn’t qualified

to know its own mind 


 Mining the subconscious for truly actionable insights


The creative departments of advertising and marketing agencies have long been sceptical of research.

So-called “insights” extrapolated from a given demographic group by traditional research methodology often fall into two groups. Either they follow no particular rhyme or reason or they’re all too predictable and preconceived (if not unwittingly prompted).

The trouble is most of the clever means to acquire an opinion or even a feeling about a product or brand or piece of communications, rely on the subject being encouraged to think and in some way respond, consciously.

Whether this is through voicing their views or describing their feelings or pressing a button when a point of interest is reached, or encouraging a respondent to repeat a key phrase they remember, makes no difference.

Two insurmountable obstacles stand in the way of getting to the truth of the matter.

1. Our conscious minds are not equipped, let alone qualified, to shed any light whatsoever on the inner workings of our unconscious minds. We would be as just as ill-advised to diagnose our own maladies as pronounce our own rude health.

2. Conscious experience is undermined by our subjectivity. Our individual biases, skewed self-image (like an image we aspire to, rather than is a true reflection of who we really are) and not forgetting that we are as blissfully unaware of our own preconceptions about the world and where we fit in, as we are of our unconscious processes.

How can we possibly hope to give a straight forward answer? We are not straight forward beings.

The truth is that 85 – 90% of the time our brains are relying on our mind’s version of auto-pilot.

We can all recall a time when we drove to work or sat through a meeting or even ate a meal only to realise that we had not really been “present” for the experience. Yet somehow we managed to make it through.

There’s a lot more going on ‘beneath the bonnet’ than anyone realises. We are, each and every one of us, subject to our own complex set of unconscious fears and anxieties, ambitions, hidden talents, feelings of superiority or inferiority or both; and the list goes on and on.

The unavoidable conclusion is that traditional research relying on an individual’s conscious rationalisation, our likes and dislikes as we see them, or the one’s we are prepared to admit, is gathering information that is highly questionable. And if that information is gathered from a group of people, with all the attendant dynamics of group psychology, well the odds stack up that the information gathered is highly corrupted, to say the least. Or more accurately, completely irrelevant.

Which is why the breakthrough made in partnership with renowned Harley Street Clinical Hypnotherapist, David Samson, is such a potential game changer.

A simple and elegant solution that acquires intel straight from to the horse’s mouth. David’s techniques allow us to tap directly into the subconscious minds of our research participants.

Yet although the theory is simple and elegant, putting it into practice was more problematic.

When working with major brands in the past, David encountered resistance from the marketing community. Apart from the preconceptions that still hamper clinical hypnotherapy, inherited from the antics of stage hypnotists, there was a reasonable concern relating to the potential external influences upon the respondents while in a highly suggestible trance state.

The concern being that the intelligence acquired could be potentially compromised by the power and influence of the process itself. A wrong word here or an over emphasis there raised questions regarding the potential margin of error. The possibility that the integrity of the information could be unintentionally affected and compromised.

To find a workaround to that particular conundrum, David managed to develop a process that produces a very particular form of non-suggestible trance state. He calls it hyper-relaxation.

This process allows for a “hyper-relaxed interview” that is pre-cleared of any potential hypnotic suggestion, embedded commands or associations, and physical anchors.

This paves the way for David to access untainted, actionable intelligence. The core drivers for what makes we human beings do what we do, and why (as opposed to what we, or anyone else, interprets as the reason).

“The subconscious insights gained are striking and often counter-intuitive.” 

By combining David’s Hyper-Deep-Relaxation process with aspects of our proprietary positioning process (the Brand Affinity Model, BAM!) we are able to bring context to the raw data and identify the most useful HDAIs (Hyper-Deep-Actionable-Insights).

From these, we produce strategic and / or creative platforms, that become the foundation for business strategy, creative strategy, or even change strategy. We simply leverage the true driving forces and influences, desires, fears, hopes and dreams that reside in our unconscious minds. And when you get to that level of truth there is no doubt as to the effect it has. It’s profound. You can literally feel the difference.


Everybody thinks they are in control of his or her behaviours and decisions. We think we are rational, logical human beings.

Although when pressed we will admit that humans are often irrational and emotionally led beings, we secretly believe that that’s a generalisation that applies to everyone else.

When it comes down to it, “I am the master of my own destiny.”


If itʼs hard enough for the psychiatric community to plumb the depths of our unconscious desires working with our conscious interpretations of our own state of mind for years on end, what makes us think we can do any better?

Even neuroscience has only just scratched the surface when it comes to deciphering how we process information and which parts of the brain are truly the source of our will.

Neuro-linguistic Programming (NLP) and Eye Movement Desensitisation Reprocessing, (EMDR) trauma therapy, have made some great advances in helping to retrain our minds to reprioritise behaviour, but these disciplines have given up trying to work with specific information, the use covert therapy and work on the symptoms leaving the causes to the great mystery.

Humanity simply isn’t qualified to know its own mind.

Thank heavens there’s now another way.

To unlock the secrets of the subconscious with Hyper-Insights contact:

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