Old Meets New: Word association, implicit tests, emotions and eye tracking in the global market

This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.

Old Meets New: Word association, implicit tests, emotions and eye tracking in the global market

Alejandro Salgado-Montejo, Sebastián OlierNeurosketchCharles Spence, Carlos VelascoOxford UniversityMilena SabogalStarcom Mediavest

Introduction

Market research drives the return on investment. It provides innovation, product development, advertising, and market intelligence with the necessary information and resources to fine-tune, tweak, and design purchase experiences that respond to the needs and expectations of the consumer. However, in order for this to happen, there has been a steady development and apprehension of techniques and methods from a diverse set of research fields...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands