Doctor, Doctor, I’ve Been Dabbling in Non-Conscious Measurement: 5 practical tips on incorporating non-conscious measurement in #MR

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.

Doctor, Doctor, I've Been Dabbling in Non-Conscious Measurement: 5 practical tips on incorporating non-conscious measurement in #MR

Dipesh Mistry, Chris Warren

Introduction

Old and repetitive, two words that have extremely negative connotations. New and innovative, meanwhile evoke positive, exciting emotions. Market research, much like many other industries, has been fascinated with innovation for years but perhaps no m