What We Do
SPLIT SECOND RESEARCH LIMITED is an award winning neuromarketing company in London, UK. It was founded in 2008 and specializes in developing objective research tools to predict consumer behaviour.
SPLIT SECOND RESEARCH has developed a set of neuro-cognitive implicit tools that circumvent the problems of articulation and the biases that exist in current research methodologies. Why? Because there are 3 keys things we know about people: (1) they don’t always tell the truth – people are prone to social biases and conformity to norms, they are often too embarrassed to express how they truly feel, and they try too hard to please the researcher; (2) they don’t often know how they feel – only around 20% of people have the linguistic skills to articulate exactly how they feel, many have poor self-insight and are unable to express how they truly feel, and most people find it difficult to express their opinion about something with any degree of clarity; and (3) they don’t do what they say – 40% of all new products fail within the first year of launch and 30% of businesses fail in the first two years – if you base your business decisions on what people say they will do then it could cost you dearly.
Much of the information and concepts in the brain are stored associatively. Implicit Reaction Time (IRT) tests measure the strength of associations between the concepts that are stored in the brain. For example, when we think of Apple, it will subconsciously activate related concepts, such as the iPad, Steve Jobs, the iPhone, and the sense that it is a stylish brand. This happens in a split second and below the level of conscious awareness. In an implicit test, respondents do not make explicit choices. They search for targets (e.g., brands) which are preceded by stimuli (words, images, icons) – these stimuli either speed up or slow down reactions depending upon their association with the brand. Responses must be quick, and this makes them difficult to fake. It means we capture a more objective (truer) measure of their feelings towards the brands than just asking people. By measuring their reaction times, we can get an understanding of their feelings (feelings that may have otherwise only existed in the respondent’s unconscious mind).
These implicit reaction time tests (IRTs) can be taken online, at a central location, or even by going to people’s homes. The tests can be taken on most computing devices (desktop computer, laptop, tablet, and smart phone) and most operating systems (Windows 7 and above, Apple IOS, android, Windows mobile, and so on).
Fully development research platforms allow us to build standardised tests rapidly, gather data quickly, and analyse data automatically.
Our key values are:
- We provide more objective market research tools to DIG DEEPER into the minds of consumers. Having this information can make their marketing, recruitment and other services HUGELY more accurate and effective and hence make their businesses more PROFITABLE.
- We provide a FAST service. In today’s world, market research carried out last month may already be out of date. We can turnaround a project – from conception to insights in days rather than weeks or months.
- Our costs are also highly competitive. We can do this because one of our founders owns SPLIT SECOND SOFTWARE SERVICES, a company based in the Philippines. It produces the software according to our specifications and all intellectual property is owned by SPLIT SECOND RESEARCH UK.
- Our methods are grounded in solid academic psychological science and applied to consumer research. We have our self-funded R & D programme in which we update and continuously improve our techniques.
- We apply machine learning to our data for deeper insights. One of our founders has a PhD in neural networks and has applied this knowledge to create our own machine learning platform.
- We have a global reach. Our surveys are mostly taken online and local panel companies provide us with respondents that meet our target demographics. We promote ourselves worldwide and we can run projects anywhere in the world.
- We have offices in Singapore and Brazil. These teams work with us to market SSR regionally and provide local face-to-face presence.
Dr Eamon Fulcher is a co-founder of Split Second Research and one of the most experienced in using implicit technologies to understand human behaviour and consumer psychology. With a PhD in Neural Networks from Imperial College, London, and working on cognitive research for over 25 years, Eamon has delivered insights for many famous and household-name brands. Continually working on new ways to measure consumers’ minds and predict their behaviour, he is at the forefront of new developments in neuromarketing. Eamon leads the team as our CEO, as well as directing our Research & Development.
Dr Gemma Calvert has a degree in Social Psychology from the London School of Economics and completed her DPhil in Clinical Medicine at the University of Oxford in 1997. She is a world renowned neuroscientist and one of the foremost pioneers of Neuromarketing. As co-founder of Split Second Reasearch, Gemma has worked closely with many of the world’s multinationals and government agencies to help them understand what consumers really feel or think so they can predict their behaviour more accurately.
Mark Webster is a seasoned brand, marketing and communications professional, with over 25 years’ executive leadership experience across the Asia Pacific region. The former Chairman & CEO of JWT in Hong Kong, one of the world’s largest advertising agency networks and part of the WPP Group, Mark has in-depth experience leading their offices in Japan, Korea, Thailand, the Philippines and Vietnam. In 2007, Mark was named as one of the “20 most influential Brits abroad” by Campaign, the world’s leading business media publication. He has worked closely with some iconic brands and blue-chip companies like HSBC, Rolex, Unilever, J&J, Ford, Nikon, Thai Airways, De Beers, Kellogg’s, Nestle, Unicharm, Ferragamo. Mark joined Split Second Research in December 2019 as our Director of Business Development.
Geraldine Trufil is at the centre of Split Second Research, being a third co-founder. She directs the development team and all project managers with great efficiency. An engineer with a broad knowledge of just about everything, she is a solver of problems and is the go-to person for any problem – we never just Google it, we Geraldine it! Geraldine has an MSc from Galsgow Caledonian University and was immediately snapped up by a research unit there. In 2009 she moved to the Transport Research Lab in Crowthorne, before joining the world of neuromarketing. She is our Director of Operations, overseeing ongoing projects and managing the programming and development teams.
Some of our clients:
Split Second Research works with market research agencies, creative companies, and directly with brand managers to develop surveys that have a strong neuromarketing framework. We provide services for a broad range of industries, from TV advertising to brand-positioning to flavour associations.
Split Second Research uses implicit reaction time tests to measure those difficult-to-get-at deep-seated feelings. These tools are grounded on solid psychological science and consumer research. We provide research services and automated tools for every stage of the product’s life cycle and touchpoints, such as new product development, logo development, packaging, product claims, advertising (TV, radio, and print), brand positioning, and brand tracking.
We can also assess individual attitudes and social biases, such as gender bias, racial bias, social class bias, age bias, and so on. We can provide a company with a profile of its work force on any of these constructs.
An implicit response is a timed reaction to a stimulus shown on the screen. The response is not overtly evaluative – the respondent is not asked to make choices or indicate their preferences. Instead, an implicit test will capture feelings and attitudes towards brands, products and services in an objective way. In traditional market research, where we ask questions and get more considered views, we are obtaining subjective impressions, and these can be influenced by the respondent’s motivation – they may wish to hide their feelings or please the researcher. They may even be unable to say how they feel. Implicit association tests in market research, get around this problem not asking questions directly but by measuring feelings from responses.
Implicit association tests in market research
Implicit association tests in market research work by flashing words and images on the screen and by asking respondents to react to them as quickly as possible. They are not directly asked for their views, but by measuring their reaction times we can get an understanding of their inner feelings, attitudes, and personal characteristics. It is not simply that we ask them to say which brand they prefer and measure how quickly they decide, it is more sophisticated than that. If we asked them to deliberately evaluate something, that task would not be implicit at all, but an explicit one. Implicit response tasks work by trying to influence reaction times of relatively easy recognition tests. When feelings are consistent, reaction times are quick, when they are inconsistent, reaction times are slow. If you want to know the mechanics of how this approach works, look here.
There are at least 10 reasons why you might choose to use implicit reaction time testing, look here https://splitsecondresearch.co.uk/2017/03/21/10-reasons-for-using-an-implicit-survey/
The psychobiological element of neuromarketing is also one of our specialisms and we can run biometric tests (electrodermal response, heart-rate, breathing rate, EEG, eye-glass eye tracking) at central locations anywhere in the world. Biometric recordings can provide objective measures of emotional responses to products, adverts, packaging, services, and more. We offer an eye-tracking service in our battery of online tests, where respondents have webcams attached to their computers. This test is useful for identifying objects and features on products that grab attention and drive it to other parts of the packaging.
We run traditional surveys too (self-report questionnaires and time-limited forced choice tests) alongside implicit surveys, so we can get a broader understanding of how people feel. Are they overstating some feelings and understating others about your brand? Are they overly influenced by other people when asked about your brand?
We can measure top-of-mind, willingness to pay, purchasing occasions, as well as customer behaviour in the category. We also offer qualitative analysis of open-ended (free text) questions using thematic coding, this technique reduces a large mass of textual data into regular occurring themes and ideas within, showing strengths and weaknesses of a brand.
We offer highly competitive pricing and work at lightning speed. We are not called Split Second for nothing! Your implicit project could be up and running within hours of your enquiry with the results on your desk 24 hours later (provided you supply us with all of the stimuli in good time!).
Please contact us via firstname.lastname@example.org or +44 (0) 7 eight seven 8 four double five 9 double four
If you are looking for a neuromarketing company in the UK, you can visit us at Aldgate Tower, 2 Leman Street | London E1 8FA, or if you are in Brazil at Avenida Paulista, 2.064 – 14º andar, Bela Vista | São Paulo 01310-200 or complete an enquiry form.
Please contact Geraldine Trufil to arrange a meeting via email@example.com