The Culture Code is a marketing method developed by Clotaire Rapaille that aims to access the reptilian level of people's minds through bypassing logical and emotional thinking. Rapaille believes targeting the reptilian subconscious through words associated with base desires will be more effective for consumer products. His method involves a focus group proceeding through logical questioning, relaxation, and finally accessing the earliest childhood memories elicited by certain words to understand a culture's subconscious associations.