The risk of believing you already understand your customers
We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how
March 3, 2026
AI & Market Research
From Neural Networks to Implicit Testing | Split Second Research
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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