Researching implicit memory: Blend qual and quant
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.