Researching implicit memory: Get to the truth

This article looks at how traditional market research is seeking to understand "true", implicit consumer motivations through observation of behaviour.

Researching implicit memory: Get to the truth

Nichola Kent-LemonNorthstar

There is a view that the results of market research are skewed because people respond using their rational, explicit memory when most decision-making is implicit and instinctive. So how is traditional research evolving to get to the real truth?

How will my customers react to my new product portfolio? What could persuade customers to use my services? Why is my product not hitting its sales targets?

These are difficult questions, and the success of every new product or service depends on the answers. The truth about what motivates consumers to...

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