You think ads don’t work on you. That’s exactly the problem.
75% of people asked to rate an ad, claim advertising doesn’t affect them.
So what exactly are they rating? And why are we
June 2, 2026
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).
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
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Our blog
Predicting audience demand for European football: Insights for a Scandinavian TV channel
A Scandinavian TV channel was looking at acquiring broadcast rights across several European football leagues and needed to know which ones were actually worth pursuing. Question was: which leagues would pull viewers, and how should each be marketed to make the most of that audience?
Popularity rankings could only take them so far. What they really needed was
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CERTAMENTE Milan: The Queen’s Reading Room Study on an International Stage
Back in October 2025, our CEO and Co-Founder Dr. Eamon Fulcher spoke at CERTAMENTE, the Italian neuromarketing conference that’s become one of the more respected fixtures in the international calendar. It draws researchers, industry leaders, and behavioural scientists from
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