The market researchers at Anderson Analytics have conducted a new study which could have important implications for brand marketers. According to the market research firm, research developed by personality psychologists incorporated with new text mining software ultimately enabled them to "measure subconscious attitudes of potential consumers."

The way the study works is the respondents are exposed to certain pictures or video (the control stimulus), and are then asked to write a short story based upon what they viewed. The stories are then "analyzed for themes, word choice, and content to indicate the subject's baseline subconscious state." Following that, half of the respondents are exposed to one ad or brand logo, while the other half is shown a different brand ad or logo. Once again, the respondents are asked to complete a short story exercise, and then the subconscious effects of the brand logo or advertising can be measured.