Anderson Delves into Respondents' Subconscious

US consultancy Anderson Analytics has launched AA-Projective, a tool which combines psychoanalytic projective techniques from the social sciences with the latest text mining capabilities to allow clients to probe the subconscious motives of customers.

The firm says AA-Projective breaks new ground in that current offerings using this combination allow only small groups to be researched, whereas the new tool will provide statistically valid results.

The firm has also launched a quality assurance system, AA-Assurance, and a revamped web site. AA-Assurance, gives clients 100% guarantees regarding the firm's work, in that Anderson promises to answer all project objectives and deliver results according to schedule.

Managing Partner Tim Anderson says the new web site underlines the company's belief in combining new technologies, such as data mining and text mining, with traditional marketing research, such as surveys and focus groups. It also aims to bring together 'the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia with the enthusiasm and creativity found only in smaller firms'.

The new look site can be found at www.andersonanalytics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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