
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
Narrowing the “truth gap”
If there is a large TRUTH GAP between what people tell us and how they behave; this presents a significant risk for market researchers.
Using our Implicit market research tools and techniques, we uncover a better understanding of consumers’ emotions, intuitions, and gut-feelings which can narrow the truth gap.

Find out which pack design will work better with your audience.

Our brand positioning technology will identify your strengths and weaknesses in the market.

Assess the effects of in-store promotions on the perception of your brand and intention to purchase.

Use implicit tests to determine the opportunities and risks that come with a new product.

Discover how implicit reaction tests can predict which digital ads will be the most successful and why.

Discover how political polls can be predicted more accurately with the use of implicit tests.

Employ implicit reaction time testing to know how your audience really feels about your ad.

Discover how consumers really feel about each of your product claims.

Six years ago we created a comic strip about a couple trying a free product sample at a shopping centre. At the

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,

75% of people asked to rate an ad, claim advertising doesn’t affect them.
So what exactly are they rating? And why are we