What Happens During Research?

During MINERVA^® research, using predefined criteria, we reconstruct together with the participants (8 to 14 people over 3 hours) situations reflecting their real life experiences. These situations are closely connected to the research questions. Our colleagues are then able to observe the feelings and experiences of the participants in such situations. These are feelings which are not normally verbalized in everyday life. Through this method, real, subconscious processes emerge through the use of space, movements and action. During the research process we create an “acting area” of the research questions with the participants. With the help of psychodrama methodology, we visualize these as inner mental pictures — concepts about the situation as they figure in the minds of the participants. Due to the functioning of mirror neurons, the simulation of concrete situations enables people to emotionally invest themselves as if it were reality. The “bubbles of thought” help us to notice details which are unconscious and inaccessible to the participants within the moment of their action. The target groups’ attitude, projection, emotional approach and thoughts on the research topics are reflected in a balanced way. Two professional moderators later process the received information.

During this phase, we have the ability not only to obtain a clear picture of a person’s precise way of thinking in a specific situation, but also their attitude to that topic. This way MINERVA^®, combined with statistic methods (cluster analysis, etc.), is able to identify attitude segments.