10 Reasons for using an implicit survey

10 Reasons for using an implicit survey

This post also answers the related questions:

10 reasons for using an implicit reaction time survey.

10 reasons for using an implicit association test (IAT) in consumer research.

10 reasons not to use a traditional survey.

  1. Traditional surveys don’t have a very good way of measuring what is in consumers’ hearts, as people try to rationalise their answers.
  2. Implicit surveys get right at consumers’ hearts. It’s exactly what the method is all about.
  3. People often tell you what they think you want them to hear in a traditional survey.
  4. In an implicit reaction time survey, people don’t explicitly tell you how they feel, they reveal it to you in their reaction times.
  5. People often fail to make real discriminations in a traditional survey, hence all values converge around the average score.
  6. In an implicit survey people cannot influence their scores (they can’t play the game to influence the results). Hence they make highly discriminating responses, and we often get a clear winner.
  7. A traditional survey can often tell you which product or brand is “the winner” but not why.
  8. An implicit survey often not only reveals the best product, pack, brand, advert, and so on, it can tell you why because it will use 20 to 40 attributes and these are typically highly discriminating. The attributes provide you with a detailed profile of each brand/item.
  9. In a traditional survey, people often can’t verbalise how they feel but they are required to answer anyway.
  10. In an implicit survey, people don’t make evaluative judgements, they just try to press the correct keys and we can make inferences about how they feel – we get inside their inner feelings.
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