We, marketers, like to assume we are pretty clever at identifying exactly how customers assume. We examine their purchase intents, aspirations and what they think of brand names. We talk to their feelings as well as their problems. We look at their ecological and financial variables, and exactly how these influence purchasing trends as well as mindsets. However regardless of this black as well as white, we tend to pay little attention to the grey issue that really makes investing in choices - the mind. Sure, we ask questions, yet commonly the conclusions we extract from these sort of study are based upon an instead surface understanding of exactly how the mind works. In fact, it has actually been recommended that many customer investigates are ambiguous since it is based on the customers' justification of their choice making process as opposed to the subconscious forces that drive it. Subconscious? Don't worry, we do it all the time ourselves....