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Insight:
The critical insight was the unconscious longing in American life for aspects of the Italian Mythic Family. This is an illusion of the need for the large, extended family, with wonderful mothering where one can take in a lot of food as well as a lot of love and connectedness.
The desire for a warm greeting, a hug and similar warm expressions unfold critical insight into longing for the emotional attachment of a large family.
Benefit: Our client now in position to offer this myth, began “nurturing authentic connection”. The Italian Mythic Family is now used as a map for promoting real connections in a place of safety and comfort.
Advertising: Their advertising, prior to our research, was more functionally based “All the shrimp you can eat for $11.99”, etc. Now, the food is a prop for more authentic, nurturing ties among friends and family members who might choose such a restaurant. This is a very powerful idea for an Italian restaurant.
By employing proprietary projective techniques like “dream work” for example-we had them imagine this well known Italian eatery as anything but a restaurant-we learned of its feminine nurturing quality. We also employed “Covert Imagery” where we has respondents create stories about visiting a make believe Italian family. What would take place? How would the story end?
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