Let their fingers do the talking? Using the Implicit Association Test in market research
Aiden P. Gregg
University of Southampton
James Klymowsky, Dominic Owens and Alex Perryman
Seven Stones
Introduction
The most common way to tap the thoughts and feelings of participants in market research is to ask them questions (Bradburn et al. 2004). The ubiquity of self-report ‘techniques’ – including surveys and interview – confirms the general consensus: that what people say about themselves is revealing.
Yet not always: self-reports can sometimes yield biased or false data. For one thing,...