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“Learning about the human being behind his or her consumer urges must be based upon respect for his or her individuality, cultural aspects, lifestyles, beliefs and passions.” This quote is from an article that I wrote 14 years ago when I left my career as a psychoanalist and started my journey into marketing research. At […]
Ser humano é ser múltiplo, muitas vezes volátil e, continuamente, em aperfeiçoamento. Ser humano é ser social, é ser político, é ser religioso, é ser ateu, é ser produtor, criador, é ser cidadão, é ser consumidor… Ser humano é uma condição e não um estado. Há séculos o ser humano vem sendo estudado em toda […]
As a practicing clinical psychologist/psychoanalyst in the world of marketing research, I’ve come to realize that I listen differently from most consumer insights researchers. As a therapist, I listen on several levels at once and monitor my own thoughts, feelings, and memories. I observe body language, both that of the speaker and my own. I […]
Sure, sure. I know Freud is dead. American psychoanalysis had its 100th birthday last year and Sigmund Freud died back in 1938. The trend in contemporary psychology has been away from anything that has its roots in psychoanalysis. Hardly anyone mentions anymore the three classic parts of the mind posited by Freud: Id, Ego, and […]
To be human is to be multifaceted. It is to be social, a politician, religious, an atheist, a producer, a creator, a citizen, and a consumer. To be human is a condition and not a state. For centuries, we humans have been studied in all our many facets. Various sciences have been deeply devoted to understanding […]