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Psychometric research

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Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Research Paper

This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.

Research Paper

This paper examines how smart data integration can reinvent market research through sustainable consumer connection, seeing the future first, and moving from insight to impact.

Research Paper

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Research Paper

This paper explains how response latency and semantic priming were harnessed to create a truly implicit methodology that taps in to automatic processes.

Research Paper

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

Article

This short article discusses the ways in which brands can use neuroscientific research.

Article

The last webinar in this three-part series on neuromarketing explores implicit response testing in further detail, helping clients and interested parties to better understand the different approaches on offer for measuring implicit response.

Article

This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.

Research Paper

This paper explains how Pringles, the snack brand, used research into emotional associations with summer to understand why a campaign had been successful in Europe in order to extend it globally.

Article

This webinar explores the future of research, from looking at researching the culture of brands, to new views on segmentation and an exploration of methods that truly unearth the implicit truths and responses that marketers value so dearly.

Research Paper

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

Research Paper

This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.

Article

This case study explains neuroscience research by MTV, the entertainment broadcaster, which used neuropsychological implicit association to understand how audiences felt about its brand around the world.

Article

This case study describes how PepsiCo used implicit response testing to create a roadmap for the extension of its Doritos snack brand.

Article

This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.

Article

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.

Research Paper

This paper presents comparative research on the implicit emotional impact of ads when viewed in a cinema versus at home in the US and Australia, finding that ads viewed in a cinema have a greater emotional impact.

Article

This article describes how Channel 4, the UK TV broadcaster, devised a gamified quantitative survey in order to understand the impact of product placement.

Research Paper

Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that reside in consumers’ minds.

Article

This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages.