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

Alejandro Salgado-Montejo, Sebastián Olier
Charles Spence, Carlos Velasco
Oxford University
Milena Sabogal
Starcom Mediavest


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 spanning semiotics, the arts, design, psychology, sociology, anthropology, and more recently, cognitive neuroscience (e.g., Solnais, Andreu-Perez, Sánchez-Fernandez, & Andréu-Abela, 2013). Interestingly, there is a cyclical process in which market research constantly evaluates itself and seeks a deeper understanding of consumer behaviour by discussing traditional and novel theoretical and methodological frameworks, such as those mentioned already, in order to understand and predict how people behave in response to brands, products, and services (Smith & Fletcher, 2004).