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Off to the Dark Side of the Iceberg

How market research can make a good impression without words

You probably know the common iceberg analogy: We are only aware of the tip above water, while the rest remains underneath the surface. The same is true for human behaviour – the main part of it is steered implicitly. How can market research measure these implicit motives? May pictures be of added value to shine a light on the dark side of iceberg? Laura Ostländer, certified facilitator Design Thinking, and Dr. Jessica Schomberg provide inspiring answers in their dossier “Emotions, Senses, and Behaviour: Market Research Beyond Spoken Words” on marktforschung.de.