The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox
This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.
The Truth is Out There: Evaluating which 'new' implicit research methods offer improved insights
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox
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 m
