Researching implicit memory: Real-time research
When mobile devices are used in realtime research, immediate, instinctive responses can be collated, achieving more truthful insight as examples from Oscars® night to the Danish elections prove.
Market research's job is to find out what people really think or how they behave, and sometimes how they think they would behave in certain situations. Companies want to know the truth in order to make important business decisions. Therefore, it is vital we question the methods used to get the best version of the truth.
There is a growing assumption that the shorter the time spent answering a question, the truer it is. If you reduce or remove the opportunity to ponder, then you might get a more instinctive response that is closer to the truth.