Hypnosis Focus Groups
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Our Clients include
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Fortune 500 companies and major advertising agencies have used the technique in many categories and project types.
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Why Hypnosis Focus Group
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To explore the sub-conscious mind of consumers
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The Hypno Q-Sort technique Hypno Q-Sort is a powerful cost-effective technique to research a large number of brand positionings, ad concepts, new product ideas, package designs or other marketing plan elements in a single study, resulting in the discovery and quantification of distinct respondent segments. Results are easy to understand and are geared to making marketing decisions. •
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Who formed Hypnosis Focus Group? The man behind Hypnosis Focus Group is Hal Goldberg. He has over 40 years of experience in research , marketing and advertising. He started his career in the Research Department at Leo Burnett Advertising, and then went on to head up the research and media departments at Bozell Advertising in Minneapolis. He also was V.P. in charge of the research department at Swift & Company (a division of Conagra) in Chicago. •
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In addition to his corporate research and media career, he has held senior marketing management and new products positions with Swift , The Dial Corp., Teleflora , Leisure Technology, Hain Natural Foods, and Indofood USA. He was also President of The Good Nature Company, a start-up natural cosmetics products company.
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In 1995 Hal started his own research company, specializing in Hypnosis Focus Groups and One-0n-0ne Interviews. Hal developed the Hypnosis technique 40 years ago after taking an extensive course of study at one of the most well-known hypnosis schools at that time. Over the years he has conducted over 1,500 focus groups and one-on-ones using hypnosis. He received his hypnosis certification from The National Guild of Hypnotists and the American Board of Hypnotherapy, the two largest certifying organizations in the U.S. 5
The process to hypnotise the respondents Respondents can be hypnotized as a group or one-on-one. The hypnosis method is basically a relaxation technique. After some suggestions about relaxing their body and mind, the hypnotist tells the respondents to close their eyes. By listening to his voice and relaxing, they drift into the hypnosis state. The hypnotist then uses various visualization techniques to “deepen” the hypnosis state.
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Interaction between respondents & Hypnosis Focus Groups •
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When conducting Hypnosis Focus Groups, there is interaction between respondents.
However, respondents won’t all talk at the same time as in a conventional focus group (which can be very confusing). In hypnosis focus groups, we can more easily control the amount of interaction we would like to have. As an example, after each general question has been answered by each respondent in turn, the other respondents will be asked to comment about what they have heard. • 7
How Hypnosis Focus Groups is better for certain categories •
Hypnosis Focus Groups are better for certain product categories.
Hypnosis Focus Groups and One-on-ones have provided improvements over traditional research in a wide variety of categories from food and cosmetics to automobiles and television programming and everything in between. •
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They have been conducted with teens, senior citizens, high level executives, physicians, men and women. Its benefit is obtaining better information from respondents to help clients make better decisions in any category of interest. •
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Hypnosis Focus Groups are better for certain types of projects? •
Hypnosis Focus Groups are an improvement over conventional focus groups, so the technique can be used successfully with any project requiring focus group research. Focus groups using hypnosis have been used in many different types of projects including advertising strategy development, new product development, and package design. 9
The process to hypnotise the respondents •
Respondents can be hypnotized as a group or one-on-one. The hypnosis method is basically a relaxation technique. After some suggestions about relaxing their body and mind, the hypnotist tells the respondents to close their eyes. By listening to his voice and relaxing they drift into the hypnosis state. The hypnotist then uses various visualization techniques to “deepen” the hypnosis state. 10