But we can’t really help it. It’s the way the brain works and is actually beyond our control. It’s not about being intolerant or prejudiced as such, but more the way we’re wired to make assumptions from the associations we form through experience, culture, media and society. Even our upbringing.

Biases exist under the surface and therefore ‘beneath our awareness level’ so they’re aren’t obvious or indeed intentional. We’re normally surprised we even hold them.

It’s what’s referred to by experts as implicit bias, which is formed by influences and attitudes linked to the weird and wonderful world of our subconscious.

And that’s precisely where objective research methodologies like implicit can be most effective. They operate in the unconscious. Plumbing the hidden depths and revealing the real truth about what we believe and making discoveries traditional research cannot. This type of research doesn’t just spot the bias in everyone, it makes it measurable and actionable. Especially as most consumer decisions are driven by unconscious processes. Exactly where biases live.

Objective research will reveal valuable insights and illuminate new opportunities that can inform decision-making for businesses and provide them a competitive edge.

 

More clients are recognising the value of this transformative approach in their brand marketing and promotions. A way to apply proven neuroscientific research that maps the functional and emotional needs of consumers, recognises and accounts for all biases, and as a result delivers true behavioural insights and actionable outcomes.

And finding out more from our wonderful team of experts.

 

Whatever the brand. Whatever the category. We are delivering. And delighting.