Researching implicit memory: Blend qual and quant

Leanne Tomasevic and Marielle Cottee

By combining behavioural and numeric forms of research, brands such as Nokia and Pfizer have realised more accurate consumer truths.

Consumer insight – in whatever shape or form – works towards a single overarching goal: to find the truth about consumer needs and behaviours for a brand, product, or campaign; or indeed, to help that product, brand or campaign create a new truth. This is a complex and multivariate process that requires us to understand not only the consumers, and how they feel about and react to things, but also – perhaps more crucially – how they interact with and are influenced by the world around them. These are fundamentally not simple questions, and they do not yield simple answers.