Time to decide: Measuring response time for innovation and brand growth

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.
  • It explores how conflict detection can be applied to explore the effectiveness of an intervention, such as a commercial advertisement.
  • As part of my collaboration with the Ipsos Global Science Organisation, we developed a new dynamic decision-making framework where decisions are characterized as a continuum between automatic and deliberative processes.
  • Response times are a critical component in this framework, providing valuable insights into the extent of adaptive processing and conflict experienced by the consumer....

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