Recent understanding of decision making shows that most decisions are made based on what people feel rather than what they consciously reason. These feelings are held in the implicit mind, a part of the mind we are not fully aware of and hence cannot report on accurately. That is the big problem for conventional research!
Over the last 20 years psychologist have developed techniques designed to measure the implicit mind.
We have adopted these techniques and used them to
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'The Decisive Moment' by Jonah Lehrer
'Irrationality' by Stuart Sutherland
'Nudge' by Thaler & Sunstein
'A Whole New Mind' by Daniel Pink
'The Political Brain' by Drew Westen
'Brandjam' by Marc Gobe
'Inside Her Pretty Little Head' by Cunningham & Roberts
and of course 'Blink' by Malcolm Gladwell