Researching implicit memory: The quest for research precision
Ali Perry and Phil SutcliffeTNS
Companies can gain direct, practical plans to drive growth by embracing precision research that recognises the difference between stated intent and actual behaviour.
For decades, marketers have leveraged qualitative and quantitative research to understand consumer truth. People have historically been happy to define themselves in collective terms – and those of us who study them have been happy to understand them in the same way: by social class, demographics, age, gender, income level, and other shared characteristics. Businesses view markets and opportunities in terms of what...