Researching implicit memory: The quest for research precision

Ali Perry and Phil Sutcliffe

This paper argues that without a clear understanding of individual decision-making and with too much of a focus on the collective behaviour of demographic groups, much research will simply lead marketers astray.

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...

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