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.
Dr Eamon Fulcher is one of the most experienced scientists in using implicit technologies to understand human behaviour and consumer psychology. A co-founder of Split Second Research, Eamon has delivered insights to many household name brands. Continually working on new ways to measure the consumer mind and predict their behaviour, he is at the forefront of new developments in neuromarketing.
Dr Gemma Calvert 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.
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 Google it, we Geraldine it!
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