Dr Kay Brügge is a life- design practitioner with post-graduate qualifications in psychology and neuro-psychology, specialising in qualitative research and project management, driving market and social research projects, including methodology development and focus group facilitation. With a PhD in neuro-psychology and special interest in Neuro Linguistic Programming (NLP), he is interested in the analysis of subliminal messages in advertising and the subconscious influences of the retail environment on the consumer. He can be reached on email: lifecoach@polka.co.za.