Alastair Goode, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 356-358
With the increase in the usage of millisecond reaction time based testing this article critically evaluates the thinking behind reaction time testing, concluding that stronger definitions of what is being measured are needed and more clarity in the terminology surrounding the conscious / unconscious distinction.
Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156
Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.
LONDON: The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for, according to the head of group insight at Trinity Mirror.
Bianca Staub, ARF Experiential Learning, March 2018
Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.
The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.
This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox, ESOMAR, Congress, New Orleans, September 2016
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.
Leigh Caldwell, Lizzi Seear, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.
Dipesh Mistry, Chris Warren, ESOMAR, Congress, New Orleans, September 2016
This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.
Thom Noble, Dr. Andrew Baron and Dr. Aaron Reid, WARC Webinars, October 2015
The last webinar in this three-part series on neuromarketing explores implicit response testing in further detail, helping clients and interested parties to better understand the different approaches on offer for measuring implicit response.
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.