Mental-Model focus groups
Carefully crafted questions that establish a clear behavioural pathway, and the revealed states, themes and mental models of a target audience
Mental models are psychological representations of real, hypothetical, or imaginary situations that are used to anticipate events, to reason, and to underlie explanation (Charles Sanders Peirce, 1896) (Kenneth Craik, 1943). Using a mental model, we navigate the world around us – understanding it is vital in order to change behaviour.
What it’s great for
What you get
Typical project profile
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