FAST

Market Research Tool

Unlock deeper consumer insights with timed and rapid forced-choice tests

FAST is a rapid forced-choice test

FAST is a versatile online market research tool that can provide insights into intuitive feelings that consumers hold about brands, products, and services. By using timed forced-choice tests, it allows us to understand how consumers are feeling at an intuitive level. So, instead of relying on untimed question, this approach can give us a clearer understanding of consumers’ preferences and opinions.

(Please note that this video is for illustrative purposes only and the logo is not normally shown during the task.)

One of the key advantages of FAST is that it can be used to test the same attributes used in an implicit test. This enables us to compare true subconscious feelings with more intuitive feelings and thereby obtain deeper insights. Wecan measure a brand’s strengths and weaknesses, identify areas for improvement, and develop more effective marketing strategies. We can use FAST to yield useful consumer insights to adjust our messaging and positioning accordingly.

Additionally, FAST tests are highly customisable and can be tailored to fit the specific needs of each project. We can design tests to evaluate different aspects of a brand, product, or service, such as its features, its benefits, its packaging, its pricing, and more. By targeting different consumer groups, such as those based on age, gender, location, and purchasing habits, we can gain a comprehensive understanding of their preferences and behaviours.

Tailored DIT Projects

Combining FAST and IMPRESS Tests

The Split Second FAST platform can also be used without requiring a pressured timed response. We can allow respondents to respond in their own time. When we do this we can use FAST in conjunction with the IMPRESS platform to compare System 1 and System 2 thinking. By combining the results from both platforms, we gain a more complete understanding of a brand’s strengths and weaknesses.

The results obtained from using both the FAST and IMPRESS platforms can be displayed in a matrix chart format using Split Second’s Excel charting plugin. This matrix chart is similar to a SWOT analysis, providing a clear visual representation of the various factors that influence consumer decision-making. By evaluating the strengths and weaknesses of the brand, as well as external opportunities and threats, businesses can gain an understanding of their market position and develop effective strategies to achieve their goals.

With this information, businesses can also identify areas where they excel and those where they need to improve, helping them make informed decisions and take action to enhance their competitive advantage. Overall, using the FAST and IMPRESS platforms in conjunction provides a more comprehensive and accurate understanding of consumer behaviour, enabling businesses to develop more effective strategies.

Testimonials from our Global Clients:

"This neuromarketing research method has proven an invaluable tool for the generation of targeted insights to make the decision making of our company more efficient. The innovative research tool of Split Second Research has helped us to re-evaluate our promo strategy within SSDs and Juices, to drive their penetration and frequency more effectively, while at the same time building on brand loyalty. This methodology helped us understand the reasons behind the failure of mechanisms that were previously evaluated using more traditional approaches as attractive with high purchase intent. Implicit research has pinpointed the deficiencies in the previous execution and has enabled us to improve upon Coca-Cola’s promo communication strategy."

"The fastest agency in town!"

"I trust Split Second Research with my market research needs, any day of the week. Completely reliable, fast, and efficient. They have the best expertise I know."

"Split Second’s implicit tests are invaluable for understanding the impact an advert can have (or not have as the case may be!)"

The work was very insightful and enabled us to successfully refine positioning and marketing materials for the new prescription medication to reduce the risk of stroke. We found Split Second Research to be highly professional and totally reliable. Their Implicit research methodologies provided very valuable insights into physician decision-making. We would happily employ them again for future projects

"The research revealed insights we have never had before."

"Split Second Research does amazing work, and the staff are always a pleasure to work with."

Great things can happen in a split-second

Fill out an enquiry form and start to see what we can do for your brand. Alternatively, please email Geraldine Trufil at info@splitsecondresearch.co.uk or call: +44 (0) seven eight seven 8 four double five 9 double four

Start A Conversation

Complete an enquiry form to arrange a meeting with us:

Our blog

Rethinking What “Losing Relevance” Really Meant for MTV

By 2010, the media landscape was moving fast. New digital music channels were emerging, and MTV was picking up an uncomfortable signal from conventional research: surveys and focus groups suggested the brand was losing relevance with

April 29, 2026

Understanding Emotional Responses to Fragrance in Context

A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional use.
The goal was to understand which fragrances naturally support different emotional states, for example, which scents help calm or reduce anxiety in work environments, and which feel more appropriate in contexts requiring reassurance or comfort, such as high-trust or service-led settings.
This introduces a more

April 22, 2026

The Three Pain Points of Commissioning Market Research

When people answer survey questions, their responses are influenced by many factors: social desirability, rationalisation, or simply the difficulty of articulating instinctive reactions. As a

April 15, 2026