Our Methods

Implicit Market Research

Implicit reaction time tests (e.g., Evaluative Priming, Affective Priming, the Dot Probe, the Stroop Test, and the Implicit Association Test or IAT) are used in market research to measure consumers’ inner feelings and attitudes towards products and services. They are used for the evaluation of product packs, product claims, brand logos, brand positioning, brand values, brand tracking, TV adverts, radio adverts, print adverts, website experiences, product experiences, and many forms of new product development, the range is ever expanding. Split Second’s implicit technologies have been refined for each touchpoint of the consumer journey. MORE >

 

Traditional Surveys and Timed-Constrained Forced-Choice Tests

Traditional surveys (self-report questionnaires and time-limited forced choice tests) also have their value, especially when we have no reason to doubt that respondents are answering truthfully and with a good sense of self-insight. Let us carry out your traditional or explicit survey (whatever the method) and we will include an implicit test so you can try it out for free.

Our forced-choice tests allow us to see how consumers are thinking explicitly and we can use this test on the same attributes as an implicit test to compare a brand’s strengths and weaknesses and whether consumers are over-stating or under-stating brand values. MORE >

 

Neuromarketing and Biometric Recording

Neuromarketing is one of our specialisms and we can run biometric tests (electro-dermal response, heart-rate, breathing rate, EEG, eye-glass eye tracking) at central locations. Using non-invasive equipment, biometric recordings can provide an objective measure of emotional response to products, adverts, packaging, services, and more. Used alongside traditional surveys but especially implicit association tests, biometrics can provide a rich picture of how consumers perceive products and marketing materials. MORE >

 

Implicit Attention Tracking

We offer an implicit attention tracking service in our battery of online tests. We give respondents a simple task (e.g., to search for a target in a visual scene of products), and monitor their reaction times to detect the target. This tells us which visual features of a pack or product grabs the consumers’ attention. It therefore gives valuable information about the attractive and less attractive features of a pack. This test is also useful for identifying parts of a video that grabs most and least visual attention. MORE >

 

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