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MICA hosts research colloquium

By : Guest on 06 September 2017 E-mail Print Report Abuse

30th August 2017, 2017 was the third successful day of the current academic year’s Research Colloquium Series at MICA. The speaker of the day was Christopher Brace, Founder and CEO of Syntegrate Consulting (New York, USA). He has been helping his clients build their brands, go-to-market strategies, and communications through the integration of all marketing disciplines.


He said, “It has been proven over-and-over again that whenever we are faced with a choice, it is our emotional wiring (i.e. emotional truths) that activates first. Because the emotional truths we are after reside in our non-conscious brain, they cannot be accessed via the direct questioning of most standard research methodologies. If you ask a consumer a question like “tell me why you use my brand over another” he/she can only tell you the answer provided by the conscious mind. The processes of our non-conscious mind are completely hidden from our conscious awareness.”


He also spoke about the proprietary methodology (developed by him) called Emotional Trigger Qualitative Research. This methodology is specifically designed to get beneath consumers and shoppers’ conscious rationalization of their behaviors to uncover the non-conscious emotional truths that are the real triggers of their consumption and purchase decisions. Because a person’s deeply held truths are most easily revealed through the stories they tell, he advocated using “facilitated storytelling” instead of the traditional “facilitated dialogue.”



In this research colloquium session, he showcased video footage of respondents telling their stories and how his team translated this into emotional truths.


He also explained in detail as to how our brain processes stimuli in a retail environment, common fallacies we have about how humans make decisions, framework for identifying the beliefs and attitudes that make up a person’s emotional truths and how emotional truths are activated to differentiate a brand from its competitive set.


Christopher captivated the audience with his intellectual excellence and also by holding the utmost attention of the MICA’s faculty and the students. He discussed on Brand Management, Shopper Marketing, traditional advertising and promotions on both the client and agency sides of the business, providing the audience a truly integrated foundation.


About Christopher Brace: Founder and CEO, Syntegrate Consulting

Christopher founded Syntegrate Consulting in 2006 based on his 360-degree view of the challenges today’s marketers face. He has held management positions in Brand Management, Shopper Marketing, traditional advertising and promotions on both the client and agency sides of the business, providing him a truly integrated foundation. 


About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication. 

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