The evolution of customers’ behavior needs to be measured in their automatic behavior when dealing with the environment. This automatism is driven by the preconcepts individuals have and the myths they believe in.
The use of mass groups is a technology to discover the myths and preconcepts installed in the collective unconscious of a society, a social group, an institution or a market segment.
These preconcepts are installed in the long-term memory of individuals and drive their spontaneous actions.
These groups foster the emulation of massive behavior by introducing stimuli in an extremely heterogeneous group that drive them to actions that are fully based on intuition and instincts without rational control.
These groups need to act in a free environment to generate an interpretation of the stimuli that is materialized in actions and not in words. These actions have to be driven by the automatic responses of the participants of the group ensuring that the results of the actions arise from the collective unconscious.
There are different types of action that allow generating a mass phenomenon.
- Collage building
- Participating in a party
- Eating or drinking
These actions allow accessing the hidden aspects of human behavior and allow interpreting and understanding the collective unconscious.
The functionality of a mass group can be achieved when the stimuli really drive the group to achieve a level of excitation that makes the participants lose rational control of their actions.
They have to be organized in a space that allows liberating emotional and instinctive behavior. There can be no signs or symbols that might trigger the superego of the participants.
Anomie is a basic condition for the mass group functionality. The participants need to feel that their actions cannot be controlled.
The coordination of mass groups
Mass group leaders require being able to contact their own most basic feelings in order to lead the group, preaching by example, towards a chaotic environment. The use of written language has to be avoided and the use of verbal language has to be minimized and only the use of syncretic language is acceptable.
After the experience has been finished it is necessary to interpret the meaning of the actions. The participation of a group in the interpretation of its own actions is the most effective way to understand the collective unconscious.
These interpretations need to be extremely basic without using psychological or anthropological language. They are based on establishing “the nouns” (purposes) that drive the unconscious actions. When the group participates in its own interpretation the leader who led the group needs to be replaced by a new leader.
Validation of the conclusions
Destructive pilot tests need to be done to confirm the validity of the conclusions. This requires using the conclusions to develop commercial actions in the segments to confirm their functionality.
When this has been achieved the actions need to be extended to adjacent segments until the actions become dysfunctional. This allows establishing the validity of the knowledge and the limits of its application.
NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.