Our DIY and DIT Online Market Research Platforms
We have a broad range of DIT and DIY online market research platforms. From IMPRESS, our implicit reaction-time testing platform, to EXPRESS, our traditional self-report surveys, and IMPULSE, our moment-by-moment video analysis. Contact our neuromarketing experts to learn more.
EXPRESS
Traditional surveys (self-report questionnaires) can be built on our EXPRESS online market research platform.
We use it for developing screeners, shopping behaviour questions, and explicit attitudinal questions. EXPRESS has a large variety of question types.
IMPRESS
Implicit reaction time tests are used in market research to measure consumers’ inner feelings and attitudes towards products and services.
Implicit tests (e.g., Evaluative Priming, Affective Priming, the Dot Probe, the Stroop Test, and the Implicit Association Test or IAT) are used for the evaluation of product packs, product claims, brand logos, brand positioning, brand values, brand tracking, TV adverts, radio adverts, print adverts, website experiences, product experiences, and many forms of new product development, the range is ever expanding.
Split Second’s implicit online market research methods have been refined for each touchpoint of the consumer journey.
FAST
FAST is a forced-choice online market research test.
With FAST, our forced-choice tests allow us to see how consumers are thinking explicitly. We can use this test on the same attributes as an implicit test to compare a brand’s strengths and weaknesses. We can test whether consumers are over-stating or under-stating brand values.
FLUENT
The Fluent router keeps all market research elements together.
Many surveys involve more than one element. There are often several brands that need to be tested on the same tool or across more than one tool. All of these need stitching together so that the sequential flow is controlled.
The Fluent router keeps all elements together. Fluent randomises the sequence where necessary, links with the recruiter’s website, and displays the latest recruitment numbers. It will also keep a record of recruitment targets. Fluent will close off a target once it is reached, and close the survey automatically once the total target is met.
ACT
ACT (Attribute Choice Test) is a response latency tool, which is used to evaluate different type of brands or products.
The Attribute Selection Test is based on multiple choice and single answer questions.
The AST can be used to gather respondents’ reaction times when faced with a statement and a number of options.
The respondent data that is collected from these questions is very rich. This is because it is based on reaction time, order of selection, and various other parameters measured in the test. This means that we gain far better market research insights from our results than non-response latency tests can provide.
IMPULSE
Split Second Research’s IMPULSE market research platform is a moment-by-moment test.
It is used for analysing audio-visual content, such as TV adverts, radio adverts, movie trailers, programme excerpts, online videos, promotional videos, training videos, political speeches, and so on.
IMPULSE provides a moment-to-moment analysis of emotional reactions to the content. IMPULSE can read up to six different emotions during the same test.
The video in the background attracts the attention and evokes associations at a non-conscious level. This speeds or delays the responses on emotional words. This way we can derive how each scene is perceived emotionally.
IMPACT
IMPACT, our eye-tracking tool is used to determine visual capture of a brand’s assets.
A pack, logo, or display advert needs to grab the attention even when you’re not searching for it. It needs to leap out visually and say “hey, look at me!” and “consider me!”.
We give respondents a simple task and monitor their reaction times to detect the target. For example to search for a target in a visual scene of products. This tells us which visual features of a pack or product grabs the consumer’s attention.
It therefore gives valuable information about the attractive and less attractive features of the visual asset. It also includes an explicit element. This is where respondents identify which parts or elements of a pack or brand visual they like looking at.
IMPRINT
IMPRINT is a “findability” market research tool.
As well as grabbing the attention, the brand asset (pack, logo, ad, etc) needs to be easy to find.
Whether this is a shopper looking for a product on the shelf, a product in an online store, a travel package in travel agency, bargains in a sale, or an item on a restaurant or takeaway menu, your brand item needs to be found very quickly otherwise another brand option may grab their attention.
There is clearly a direct relationship between an item’s “findability” and its sales.
WAPS
WAPS is a Word Associtations Production Software.
The way we define which attributes to use in an implicit test is through (a) looking through our huge database of attributes, (b) discussions with the client and (c) by searching for relevant sites on the internet and applying our WAPS tool.
This can take one or more website addresses and crawl through counting the words used on the site. It can also search subdirectories of the website or analyse text pasted into the textbox. The output is a frequency table and a word cloud (the frequency is represented by size of the word).
Neuromarketing and Biometric Recording
Neuromarketing and Biometric Recording are two of our specialisms.
We can run biometric tests at central locations. Biometric testing includes electro-dermal response, heart-rate, breathing rate, EEG, and eye-glass eye tracking.
Using non-invasive equipment, biometric recordings can provide an objective measure of emotional response to your brand assets.
Biometrics can be used alongside other traditional survey types. Together, they can provide a rich picture of how consumers perceive products and marketing materials.
Research from our team:
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