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How to know
what your customers
really want?

The reptilian brain always wins.
If you want to sell successfully
you have to appeal to it.

Our Services

Dr. Clotaire Rapaille

Founder and CEO
Archetype Discoveries Worldwide

He is an internationally known expert in Archetypal Marketing, Creativity, and Innovation.

He has written 17 books. His most popular book, The Culture Code was #9 on the best-seller list of Business week.

He has discovered codes for over half of Forbes’ Fortune 100 companies.

Learn more


Some Of Our Clients

Archetype Discoveries Worldwide has been successfully guiding its clients’ interests in Marketing, Advertising, Brand Positioning, and Product Development since 1976.

“Once you know the code, you understand why people do what they do, buy what they buy and how to best appeal to their reptilian needs.”

- Dr. Clotaire Rapaille


How It Works

We don’t believe what people say.

In contrast to traditional marketing research companies, ADW uses a unique blend of biology, cultural anthropology and psychology to discover the hidden cultural forces that pre- organize the way people behave towards a product, service or concept.


What Our Clients Say

Dr. Rapaille’s approach unlocks deep consumer insights.
It’s a game changer in the market.”

Charlotte R. Otto
Global External Relations Officer

"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life".

Grace Han
Division Expertise
LG Electronics

More testimonials

Archetype Discoveries Worldwide

Archetype Discoveries Worldwide

A cross cultural team.

ADW has offices, partners and affiliates in
Palm Beach, New York, Paris, Rio de Janeiro, Hong Kong, Istanbul, Seoul, St. Petersburg Warsaw and Luxembourg.

Our goal is to discover your customer's unarticulated needs and to create the best tools to resonate with their emotional unconscious.

Find us

The Culture Code

How cultures feel, act and buy. Decoding the unconscious minds of cultures, both business and social.

Dr. Rapaille is the host of the TV series of 13 episodes, The Culture Code. Each episode explores the depth of the collective cultural unconscious through stereotypes and cliches, but also through cultural archetypes, unconscious codes, patterns and repetitive structures. Why do American's like guns? Why do the French like food, Germans process, and why are the Japanese certain that they are the chosen race? Are cultures changing? Or pretending? Find out by watching the Culture code series.
Businesses : For a consultation appointment of Dr. R. to gain his insight on your business culture send your inquiry using our contact form.


The Culture Code

How cultures feel, act and buy.

Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.

In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies.

Get it


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