Emotional targeting: Why Heinz knows the truth is implicit
Matthew Carlton
Heinz has long recognised the importance of emotion in how consumers relate to its brands and is always open to exploring new research techniques to build insights into its business. As part of that process it has worked with research agency Conquest, whose founder David Penn explained to the Market Research Summit, held in London in May 2014, the tools his business has developed to help marketers better understand consumer emotions and the workings of the implicit mind.
Measuring the implicit
Penn outlined the history of thinking on...