True lies and true implicit: how priming reveals the hidden truth

David Penn

Conquest Research

Mind over matter

In the past, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research – segmentation, clustering, modelling, etc. – seemed so sophisticated compared with its slightly prosaic subject matter: soap, toothpaste, biscuits and the like. Yet now the reverse seems true: brands are so central to our culture and so deeply rooted in our psyche that it is the traditional tools of measurement that seem unequal to the task. Why?