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...