Why Hypnosis Focus GroupsThe subconscious: the driving force behind brand choices. Our brains have three components: the conscious, the unconscious and the subconscious. If you are only getting information from consumers' conscious level, you are missing the driving force behind their brand choices: their subconscious thoughts and feelings. Hypnosis is the only way to explore the subconscious and Hypnosis Focus Groups is the most widely used technique for research in this area.