The Free Sample Trap: Why On-the-Spot Feedback Tells You What People Think You Want to Hear
Six years ago we created a comic strip about a couple trying a free product sample at a shopping centre. At the
Your Customers Know More Than They Can Tell You
Every year, thousands of new products launch on the back of research that said they would succeed. Concept tests came back positive. Focus groups nodded along. Survey respondents said,
Can You Love and Hate the Same Thing?
Ambivalence When Love and Hate Collide Contact our team Psychologists have long suspected that the human mind can be home to some awkward roommates – two attitudes toward the same thing that can’t quite agree. We call this ambivalence, and it shows up everywhere: from politics to pudding, from friendships to public figures. Love–Hate in …
Digital Marketing Strategy – The Importance of the First Few Seconds in Digital Ads
The Rise of Online Video Nowadays, online video ads are an important tool in your digital marketing toolbox. Video is becoming increasingly popular since the rise of Tiktok and Instagram Reels. When capturing and creating your video, it is important that it does its job of capturing the interest of the audience. In particular, it …
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Digital Marketing Strategy – The Importance of Customer Segmentation in Consumer Research
The Importance of Customer Segmentation in Consumer Research What is Customer Segmentation? Customer segmentation is a market research process in which customers are put into categories or “segments” based on their behaviours, demographics, characteristics or preferences. Customer segmentation gives you a more detailed picture of your target audience, allowing you to target customers who are …
Split Second Research Scoops Up Two David Ogilvy Awards
Split Second Research, with Edelman Intelligence and Hewlett Packard, took two awards at the ARF David Ogilvy Awards, September 2019.
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Business continuity during these unusual times
Call for Submissions Shopper Brain Conference
The Shopper Brain Conference is an international event on neuromarketing and behavioral science in retail. It is well received by shopper marketers and consumer insights professionals around the globe. Due to happen in 2020, and now scheduled for 2021, this unique event will be in
AI & Market Research: From Neural Networks to Implicit Testing
As I have a background in neural networks (I completed my PhD at the Neural Systems Engineering Lab at Imperial College London), I have for some time known that neural networks could be used to make sense of consumer data and give rise to predictions and insights that have been so far unavailable.
How does an implicit reaction time test work?
The commercial test is itself based on the evaluative priming paradigm in academic research (e.g., Fazio, et al., 1986)1. The first phase of the test is to detect target emotion words as belonging to either one category (e.g., Happy) or another (e.g., Sad). On each trial in this first phase, the word appears and the respondent has to press one key for happy words and another key for sad words. This is a very easy task, and respondents can do this very quickly with few errors.