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Dichter, who called his work “motivational research”, set out to answer the question using a relatively new tool: the focus group.

The use of motivational research in advertising sparked little reaction until Packard presented it as intrusive and manipulative.

The topics Packard covered, particularly motivational research and subliminal advertising, were not new to the reading public.

Burnett used 'motivational research' to work out how to appeal to women and children with different kinds of packaging.

Shirley MacLaine in a story about some Hidden Persuaders of motivational research whose motives�and persuaders�are not very hidden.