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