Our company’s name is based on an experiment by two Harvard professors who won a Nobel Prize for proving ‘inattentive blindness’. This updated experiment shows that when people engage their rational (conscious) brain they miss a lot of intuitive (non-conscious) information. Traditional research taps into the rational brain by asking direct questions but – put simply – people aren’t always accurate witnesses to their own behaviour. Immersive research taps into people’s intuition by placing them in real world context. The information is in there and we help researchers uncover it.
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