Research Strategy Group is presenting Psychoanalytics at the 2014 QRD Annual Conference

Research Strategy Group is excited to announce that our in-house psychoanalytics specialist, Thelma Beam,  and fellow Humanist, Deborah Adie Boyd, will be making a presentation on psychoanalytics at this years’ QRD Annual Conference.

The theme of this years’ conference is centred on Creating Connections – adding value to research by connecting traditional qualitative methods with newer state-of-the-art techniques and ideas on how to connect qualitative research with action-oriented business decisions.

If you plan on attending, come and see our presentation on Psychoanalytics and learn how our methodology creates unique connections with consumers.


QRD Annual Conference
February 21, 2014
St. Andrew’s Conference Centre, Toronto, ON, Canada

Psychoanalytics with Thelma Beam and Deborah Adie Boyd, Research Strategy Group
3:45pm to 4:40pm
Stream #2, Session #8

Most consumer behaviour is motivated at an unconscious level, and then, once a decision has been made, consumers create intellectual alibis for why they made that decision. Because people are not very good at understanding and articulating their motivations, we do not ask them.

Rather, Psychoanalytics uses projective techniques and psychoanalytic theory to understand how people think and make decisions – not what they think, but how they think about it. We then put this into a mental model or framework which explains the structure of how people think about a certain brand or product, and how they make decisions. Once this model is developed, it has the power to help us predict how consumers will react to marketing initiatives. Not just now but in the future. Companies who build marketing programs based on what people already believe have a much higher prospect of success compared to those who go against the consumer’s unconscious program and belief system.

The presentation takes case studies on gambling and on-line dating and illustrates how unconscious motivations guide consumer behaviour. The mental model of how consumers think is presented. Lessons learned for marketing communications are included.