Researching implicit memory: Blend qual and quant

This article argues that conventional, singular research methodologies are limiting and only uncover the partial truth.

Researching implicit memory: Blend qual and quant

Leanne Tomasevic and Marielle CotteeTruth

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...

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