April 24, 2018

System3 Thinking

System 3 Thinking describes the thought process that occurs when people have time to dwell or sleep on a difficult problem.  It is believed to occur in the Right Anterior Superior Temporal Gyrus part of the brain and give people that “Ah ha” moment when solving problems.  Recent research has also been conducted (by Irrational) that suggest it may also be responsible for the more day-to-day subconscious decisions that control everyday purchasing.  When an individual’s preferences emerge from this area, they are more likely to link with actual purchasing behaviour than traditional interview approaches.  Over the last five years, the Irrational team has  developed specific approaches to communicate with this part of the brain so that an individual’s responses to a survey will match their purchasing patterns.