There is, however, logic in these emotional responses which can be understood by using the right tool - an Archetype Discovery.

The emotional energy created during your first experience with a given product determines a pattern of behavior to be used throughout your entire life in relation to this product. These experiences, which are the essence of all our behavior, vary from culture to culture. The permanent underlying structure of these experiences, deeply rooted in our unconscious, is the key to understanding fully what people do and why. This structure is the Archetype.

If we can understand the Archetype, we can meet people's unspoken needs when we are creating new products, advertising campaigns, designing training programs, or predicting how people are going to respond to political issues."