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