Abstract:

The authors present a new technique for conducting motivational research - known as "Relaxation Technique" (R.T.) - the theoretic assumptions of which are based on research into hypnosis and the states of consciousness it induces. After specifying the advantages and limitations of R.T., the paper goes on to describe the case history of a survey to assess the impact, appeal and understanding of a television commercial (for Liebig bouillon cubes), starting with the pre-existing image of the product and the recall of past advertising. Finally, some aspects of the results of the survey are compared to similar data (for the same brand) obtained with traditional methods.