You may be familiar with the rather sedate behaviour of your average research group - politely sharing the talk-time and thinking carefully before speaking - and that can be a problem.

Analytical thinking comes naturally to many people now. It's the result of higher levels of education, more reading and people hearing analyses and critiques in the media.

But as we know, when shopping, and making buying decisions we often operate at a more emotional level. The rational stuff only goes part of the way. To get really useful outputs, we need to release the emotions around a product or category.