Behind-the-scenes hypnotists help get to the bottom of brands.
Volvo equals safety. In focus group after focus group, participants said the same thing. So, Euro RSCG Worldwide, New York, did the obvious thing: It called in a hypnotist.
Members of these unique Volvo focus groups were asked to test-drive the car. Immediately afterwards they were hypnotized and asked their true feelings about the brand. It wasn’t pretty: Many revealed that Volvo also equals being middle-aged. That idea “for some people was suffocating,” said Michael Fanuele, head of planning at Euro. “Hypnosis helped get past the clichés. We needed the conversation to get to a deeper, more emotional place.” Read This Article
Tags: Focus Groups, hypnosis