HOW DOES PSYCHMENTATION™ WORK?

Psychmentation™ uses one-to-one personal interviews ranging from a half-hour to several hours, depending on the question and the respondent group. It can be used with a variety of stakeholders including customers as well as internal client employees, sales organization, etc. Psychmentation™ draws from proven methods from a variety of social science disciplines to create three sets of conditions essential to accessing the target group’s real beliefs.

EMERGENT PROCESS

Looking in the wrong place is worse than not looking at all. Preconceptions and an “information agenda” prevent access to The Thin Layer. Trained Psychmentation™ consultants use an emergent process whereby respondents are free to identify the issues important to them. While Psychmentation™ may confirm some of your suspicions, it will also reveal just how much “you didn’t know that you didn’t know.”   

BREAK DOWN DISCLOSURE BARRIERS

Absolute confidentiality, trust, and creation of a zero-risk environment make it possible for respondents to share their frankest perceptions in an open and candid manner.

GROUNDED THEORY

With its emphasis on collecting data before theorizing, Grounded Theory is the most respected qualitative research methodology in the social sciences. It ensures that identified Themes and Key Issues are the result of research, not preconceptions. Using a proprietary enhancement to traditional Grounded Theory, Psychmentation™ makes it possible to measure the significance of each Theme and Key Issue in a format acceptable even to rigorous Six Sigma protocols.