Guided Dreams

a method of collecting qualitative marketing research data in which respondents are asked to imagine they are dreaming or fantasising; whilst in this state, a researcher seeks their emotional reactions to particular products and brands. See Qualitative Marketing Research. Habitual Decision Making consumer decision making or problem solving requiring only minimal search for, and evaluation of, alternatives before purchasing. Also referred to as Automatic Response Behaviour, Routine Response Behaviour and Routinised Problem Solving. See Extensive Problem Solving; Limited Problem Solving.