The risk of believing you already understand your customers
We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how
Blog
This category would feature blog posts written by our team of experts, covering various topics related to market research, business, and marketing.
AI-assisted predictive modelling at Split Second Research
Many of our clients have built up a rich body of research over time. A common question we hear is how to get more value from that existing data, rather than constantly running new studies. One of our current priorities is helping clients do exactly that. As part of this, we’re introducing a small number …
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What Kind of Brand Manager Are You?
If you’re a brand manager, you may plan carefully, but a lot of how you work day to day probably comes down to habit and instinct. We’ve just launched a new quiz “What Kind of Brand Manager Are You?”. It’s for brand managers who want a clearer picture of how they tend to think, …
When it comes to research, is everyone biased?
Well yes, as a matter of fact, everyone is There’s no shame in it. We’re all biased in some way or another, although understandably we’d prefer not to admit it. But we can’t really help it. It’s the way the brain works and is actually beyond our control. It’s not about being intolerant or prejudiced …
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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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 …
The Truth Gap in Market Research for Performance Marketing World
[image: Performance Marketing World] Are your consumers really telling you the truth …or just what they think you want to hear? In a new piece for Performance Marketing World, our CEO Dr. Eamon Fulcher explores the “Truth Gap” in market research. He explains how rapid, split-second responses can uncover deeper, more honest consumer insights than …
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Split Second Research | 10 Years of Innovation
Split Second Research Turns 10! 🎉 A decade of innovation, resilience, and groundbreaking achievements! As we celebrate our 10th anniversary, we’re proud to share some of our biggest milestones in the last 12 months: Jellibean Our creative industry app is now available as a beta app – a game-changer for ideation, collaboration, and research. Thanks …
The England Goals That Cost 5 Million Pints: A Market Research Study
Recently, we at Split Second Research undertook a tongue-in-cheek study, commissioned by Aldi, that delved into the phenomenon of beer-spilling during England football matches. The results? Both amusing and revealing, particularly for those interested in market research.
Why do market research?
Danielle Blugrind, in an interview with Kadence International, gets it spot on when talking about reasons for doing market research.