Future-proofing brands through subconscious research

The video-presentation is an introductory talk on - subconscious consumer research, how it is conducted, its usefulness for the industry and how it could help future-proof brands.

This was part of a longer session on future-proofing brands (@SMW Mumbai - Sept 2014) where Kiran Khalap spoke about the three strategies that would help brands survive turbulent times


1. Defining what can be changing v/s unchanging so that brands can be revived  without a  compromise

2. Helping people belong where they want to be

3. Focusing on the human need

Reshma specifically talks about these strategies in the context of how subconscious consumer research can address these evolving needs of marketers. 

More details on this subject can be found in the award-winning research paper Trance-forming research


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