SPLIT SECOND RESEARCH LIMITED is an international market research company founded in 2008 that specializes in predicting consumer behaviour.
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.
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.
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 just ask Geraldine!
Some of our clients:
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 associaiton tests in market research, get around this problem by not asking questions directly but measuring feelings from responses.
Implicit association tests in market research
Implicit association tests in market research works by flashing words and images on the screen and by asking respondents to react to specific words as quickly as possible trying not to make too many errors. By measuring their reaction times we can get an understanding of their inner feelings, attitudes, and personal traits. We most often run implicit association tests online.
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 outsource our programming and development to our partner company in the Philippines. This reduces our overheads and hence allows us to offer highly competitive pricing. Your implicit project could be up and running within hours of your enquiry and for as little as £500 for a straightforward test.
Please contact us via email@example.com or +44 (0) 7878 four double five 9 double four
SPLIT SECOND RESEARCH LIMITED | Registered in England and Wales | Company No. 09455069 | VAT Number: GB 258728756 | Registered Office: 1 Aston Court, Bromsgrove Technology Park, Bromsgrove, Worcestershire, B60 3AL
You can also visit us at Aldgate Tower, 2 Leman Street | London E1 8FA
Please contact Geraldine Trufil to arrange a meeting via firstname.lastname@example.org