Dr Eamon Fulcher, Author at Split Second Research

Market Research with Human and Synthetic Respondents

The idea of synthetic respondents in market research arises from a desire to simulate human responses using artificial intelligence. Instead of collecting data from real people, AI models trained on vast historical datasets of human behaviour, attitudes, and demographics generate “virtual” answers to survey questions. These systems promise faster turnaround times and drastically reduced costs. …

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Why do market research?

Blog / By Dr Eamon Fulcher

Danielle Blugrind, in an interview with Kadence International, gets it spot on when talking about reasons for doing market research.

Our Breakthrough Neuroscientific Research for The Queen’s Reading Room

PR Studies / By Dr Eamon Fulcher

Split Second Research is proud to announce our collaboration with Trinity McQueen and The Queen’s Reading Room charity on pioneering neuroscientific research exploring the correlation between reading and wellbeing. Commissioned by the charity and endorsed by Queen Camilla herself, this study unveils a significant breakthrough: just five minutes of daily reading can yield health benefits …

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How Implicit Association Tests Measure Gender Bias

Blog / By Dr Eamon Fulcher

What is Implicit Gender Bias? Our brains love to categorise. Implicit bias is a natural result of our subconscious trying to make sense of a lifetime accumulation of categories, associations, and emotions. The inevitable result is a quite large array of seemingly instinctual, non-conscious biases in the way we think about the world and other …

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Mark Webster interview

Leave a Comment / Blog / By Dr Eamon Fulcher

5Q5M (5 Questions in 5 Minutes) with Mark Webster – Non Exec Director of Split Second Research

Dr Eamon Fulcher, CEO of Split Second Research Certamente Conference

DIGITALKS – BRAZIL

Leave a Comment / Blog / By Dr Eamon Fulcher

Like many thousands of businesses, we are missing physical conferences big-time. While virtual conferences are fun and informative, they can’t truly replace meeting other people working in your area face-to-face.

Psychological stress or growth will determine post-pandemic consumer behaviour

Leave a Comment / Blog / By Dr Eamon Fulcher

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.

What post-COVID-19 new normality may look like and why many have already started their market research to find out

Leave a Comment / Blog / By Dr Eamon Fulcher

A recent YouGov survey indicated that only about 1 in 10 Britons want to return to life as normal. Indeed, as virtually everyone has been affected by COVID-19 I think we are all aware by now that when the lockdown is over the new ‘normal’ will be very different to the pre-virus normality. It is …

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Split Second Team in Brazil

Leave a Comment / Blog / By Dr Eamon Fulcher

Geraldine, Thaigo, and Eamon taking in the views at the Shopper Brain Conference, Rio de Janeiro, Brazil, July 2018. Eamon gave a talk on the use of implicit reaction time testing and pricing, especially consumers’ perception of offers and promotions. Implicit reaction time tests can be used to understand the effect a promotional mechanism can …

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Author name: Dr Eamon Fulcher