Psychmentation

THE 1ST PSYCHMENTATION™ PREMISE

THE THIN LAYER™

As a result of these obstacles, in any inquiry to understand customer perceptions there is always a level of information that remains highly resistant to disclosure. We call this “The Thin Layer” and it is a lot like a zip file - it contains huge amounts of sensitive and mission critical content. This information is difficult to access, but it is where most of your competitive advantage resides.

THE 2ND PSYCHMETATION™ PREMISE

The masks can be removed.

The thin layer is accessible under certain conditions. If you can create an environment of complete confidentiality, trust, and zero-risk, people are more likely to open up and express those beliefs that guide their decisions and behaviors. Details at the Method tab.

The most essential information usually remains masked from view.

Companies draw upon internal expertise from executives, managers, and sales and market research departments, as well as external expertise from consultants, customer contact, and even suppliers. But despite these significant resources, there are limitations:

Bias: Your judgment will be colored by past experiences.

False Assumptions: You look for what you think is important, thereby neglecting to explore what is actually important.

Methodology: How you frame a question determines the type of answer you receive.

Confidentiality: Fear of repercussions prevents respondents from communicating freely.

Vested interest: The more at stake in the relationship, the less that is disclosed.