Anamnesis in market research is about „bringing to present” or „bringing to consciousness”… Researchers commonly work with the idea that respondents cannot frame their thoughts easily in words, especially when dealing with actions, feelings, attitudes which are not 100% conscious. Therefore, in-depth qualitative research requires to access material that is not readily available to consciousness, and/or is not easily expressed by the respondent.
Joanna Chrzanowska describes this type of material in her article “Confronting the Unconscious”:
Stored, relatively unprocessed material: Things brought to mind using specific techniques, for example collages and associations to elicit brand imagery.
The habitual: Processes that have been automated by the brain. This comprises much regular behavior, including driving and some forms of shopping. Once you have learnt to ride a bike, it is awfully difficult to explain it in words.
The cultural: Assumptions about the right way to do things that are invisible to the person who owns them; the socio-cultural frames people use to interpret the world.
The illogical or unreasonable: Believing that if you eat a chocolate bar really quickly the calories won't count!
The emotional: Feelings, moods, impulses that affect apparently rational choice processes
The Reality Builders: Prejudices, self-justifications, distortions for the sake of congruence, self-beliefs, reference groups, defense mechanisms - all the things that make an individual's version of reality.
Archetypes, myths and dreams: Celebrities, heroes, rituals, tragedies, the underlying stories of our lives.