Using implicit testing during CLT’s for deeper understanding of consumers
Gaining insights so that you can truly meet the needs of your target audiences with your product or service is a key component to business success. First, you need to understand what your consumers really want, going beyond surface responses or “right” answers to uncover emotional and sensorial connections that drive behaviors. Then you can understand how to effectively differentiate your product in the crowded marketplace to drive consumer choice.
Using implicit testing, you can measure how well connected your consumers are to various stimuli. This could be ingredients, fragrance, flavors, or benefits and claims statements—there are myriad ways to apply the test to discover the answers you need to develop and innovate. Implicit testing provides more granularity and deeper levels of insights than mere scaled questions because you will better understand the study participants’ emotional connection to the stimulus you are testing.
How Our Implicit/Explicit Test™ works
You’ve probably heard of and even used implicit testing in some capacity before. But we do implicit testing a little differently, using a patent pending approach we call The InsightsNow Implicit/Explicit Test™. In this approach to implicit testing, we calibrate each person using a unique 100-point scoring system that allows you to database your results from study to study. This uses a cut-off time for fast reactions, forcing the use of System 1 fast, unconscious thinking to the switch back to System 2 rational, cognitive thinking. The test also indicates what percent of your target population can be nudged or disrupted in their behavioral or emotional patterns and is especially effective in measuring acceptance and avoidance behaviors surrounding the stimuli mentioned above.
Applying Implicit Testing to Make CLT Studies More Effective
So what does this mean for your CLT studies? Typical CLT testing can fall short by failing to uncover the RIGHT insights, at a deeper level, that help us truly understand what our consumers want and need. In order to stay competitive and achieve product differentiation—with the right messaging to target audiences—we recommend enriching CLT studies with behavioral implicit testing.
By prefacing your CLT with the true behavioral motivation information you gain from the Implicit/Explicit Test, you know you are asking the questions during your CLT that will uncover actionable insights you can use to the greatest impact. In turn, you will know how to move forward in the right direction with your product development and innovation, as well as know what messaging and claims will resonate deeply in your market.
For a deep dive into how implicit testing works, please download our white paper, “The Implicit / Explicit Test: Applying Neuromarketing to Enable Better Product Marketing, Development and Innovation” or check out our webinar, “Going Behavioral with Implicit / Explicit Testing.”
By applying these measurement systems provided by the Implicit/Explicit Test to the emotional and rational reactions that motivate your consumers’ decisions in the marketplace, you can calibrate your CLT studies appropriately. And then you can implement product development and innovation to differentiate from the competition by meeting deep seated needs and wants. Reach out to us to learn more about making your next CLT the best it can be!
