USE OF AUTHOR'S X-METHOD TO EXPLORE UNСONSCIOUS CONSUMER NEEDS
The article presents the results of the implementation of the author's X-methodaimed at identifying the unconscious needs of the target audience. The growth ofcompetition in the market and the structure of symbolic communication channelsused by the target audience is identified as the main prerequisites for the applicationof the new method of marketing research. The mechanism of application of the X-method for building the content of an advertising campaign is described, which includes the sequence of using the method in relation to the target audience, as well as the presentation of developed cases using the author's X-method. The results of the use of the author's X-method based on the processing of the results of the sociological analysis by the anonymous questionnaire method and the calculation of the absolute conversion rates of case posts are illustrated.