"Archetype Discoveries has the best current approach to uncovering the unspoken needs of the customer or employees", according to Procter & Gamble, who has commissioned more than 32 Archetype Discoveries in recent years. In contrast to traditional marketing research firms, Archetype Discoveries does not rely on what people say.

Instead these studies use a unique blend of biology, cultural anthropology, psychology, and learning theories to discover the hidden cultural forces that preorganize the way people behave toward a product, service or concept. Unlike opinions that can change in a minute, cultural Archetypes are deeply imprinted in people's minds and strongly rooted in cultural codes. If these "mental highways" and cultural forces change, it is at a glacial pace.

The results form a permanent platform for marketing, new product design, innovation and improvement of products or processes, and more effective communication strategies. Therefore they are particularly useful for marketing managers, planners, product designers, change agents, advertisers, and public policy makers. Archetype Discoveries has conducted over 250 discoveries, in more than 20 countries, for such diverse products, services, and concepts as: perfume, toys, cheese, security, quality improvement, nuclear power, automotive industry, credit cards, mergers, coffee, teenage pregnancy and forests.