Columinate's psychological science lab specialises in applying non-conscious methods to consumer insights questions.

Dr Henk Pretorius, founder and CEO of Columinate, said: “Traditional research methods focus on explicit measures that assess the conscious mind, which has limited the depth of insights we derive from our research participants.

“Our new methodology tries to understand the drivers of a consumer’s non-conscious choices, and is specifically designed to tap into these non-conscious associations and attitudes. It’s a measurement system based on how the mind really works.”