The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights

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.

The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights

Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox

Introduction

In recent years new thinking from psychology has laid down a challenge to market research practitioners. Twenty years or so ago, what is now thought of as the 'Old World' view in psychology was that the human brain was a rational machine, primarily making decisions based on facts, with emotions only having a limited impact. Market researchers were quite comfortable with this view as we tend to have rational research approaches which explored rational choices. This is...

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