A subconscious state naturally lends itself well to making lateral connections. One doesn't have to go the extra mile to recruit articulate and creative consumers. Each consumer is articulate and creative in the subconscious state - since he / she is not inhibited ; since the mind suspends conscious judgement which very often clouds our thinking. This thinking was re-validated during another research we conducted where each and every consumer we spoke to displayed synesthetic tendencies. Read more about it here.
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