AI & Market Research

From Neural Networks to Implicit Testing | Split Second Research

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Our Academic Roots in Neural Networks

Long before AI became a mainstream topic, I was a protégé of Professor Igor Aleksander in the Neural System Lab at Imperial College, London University. This was during the same period when pioneers such as Geoffrey Hinton, Dave Rumelhart, and John Hopfield were making groundbreaking advances in machine learning and neural networks.

How AI Mirrors the Brain

Large Language Models (LLMs), neural networks, and implicit reaction time tests share a common foundation: associative learning.

  • The brain processes information by forming connections.
  • AI models, such as ChatGPT, Gemini, and DeepSeek, work in the same way: predicting what comes next based on prior exposure to data.
  • These principles that underpin AI neural networks are the very same that underpin human implicit memory.

AI-Driven Market Research Platform

At Split Second Research, we’ve created an AI platform that goes beyond traditional research. It enables us to:

  • Map brand values (via reaction times and explicit choices) to behavioural outcomes.
  • Analyse outcomes such as purchase intent, spend, willingness to recommend, and loyalty.
  • Reveal the true purchase drivers behind consumer decisions.
Applications & Benefits
Our AI approach brings multiple advantages:
  • Deeper consumer insights beyond self-reported answers.
  • Predictive links between brand attitudes and behaviours.
  • Faster, scalable analysis with AI-assisted modelling.
  • Evidence-based strategies rooted in neuroscience and AI.

We are currently offering this service as part of our standard research offering. We have several interesting case studies which we have put together with a description of the AI app (with a brief introduction to neural networks). This six-page report can be obtained on request via the contact form.

You can request the report here via our contact form.

Great things can happen in a split-second

Fill out an enquiry form and start to see what we can do for your brand. Alternatively, please email Geraldine Trufil at info@splitsecondresearch.co.uk or call: +44 (0) seven eight seven 8 four double five 9 double four

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Our blog

Turning Product Quality into Value for King’s Favour Wine

King’s Favour was winning blind tastings. Regular drinkers consistently rated it ahead of other wines in the category, so the quality was there, but you wouldn’t have known it from the shelf price or the way the bottle sat among its competitors.
The brand team started wondering: was the wine actually the problem? Or was the packaging just failing to keep up with what was inside?
If it was the latter, there might be an opportunity to update the design, move the price, and not lose a single sale in the process, but

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May 12, 2026
Understanding Emotional Responses to Fragrance in Context

Understanding Emotional Responses to Fragrance in Context

A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional use.
The goal was to understand which fragrances naturally support different emotional states, for example, which scents help calm or reduce anxiety in work environments, and which feel more appropriate in contexts requiring reassurance or comfort, such as high-trust or service-led settings.
This introduces a more

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April 22, 2026
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