PRESS RELEASE
October 2024, Corvallis (OR) –
Behavioral research and strategy firm InsightsNow announced today they have received a US Patent for their Implicit/Explicit Test™. The Test is an innovative technique for researchers to find out whether a consumer is in a system 1 or system 2 mode in response to a message or experience. It’s also been announced that InsightsNow is a finalist for the Quirk’s 2024 Best New Product/Service Innovation Award.
Designed to overcome the limitations and complexities of traditional neuromarketing approaches, The Test enables marketers to make faster, more informed decisions and drive meaningful improvements in product development and marketing strategies.
According to CEO Dave Lundahl, “It’s widely accepted that human behavior depends on the mode of thinking – fast or slow – used in the context of an experience. But until now there has been no reliable way within survey-based research to know which mode a consumer is using. The Implicit/Explicit Test™ represents a paradigm shift in consumer research, offering a comprehensive approach to understanding human behavior.”
Implicit tests are aimed at understanding subconscious associations and resulting response behaviors. However, implementing it can be quite challenging because traditional testing based on raw speed of choices or neurological machines are difficult to scale to gain adequate sizes for decision making.
By calibrating participants’ reaction times, the InsightsNow Implicit/Explicit Test™ distinguishes between implicit and explicit modes of thinking, enabling researchers to analyze the percentage of individuals exhibiting fast implicit reactions versus slow explicit responses, providing a nuanced understanding of consumer behavior.
By probing into participants’ explicit rationalizations of their implicit reactions, researchers can gain deeper insights into consumer perceptions and preferences and go beyond product testing, with message and claim evaluation, concept comparison, and brand analysis.
With this test, InsightsNow furthers understanding of consumer behavior, shedding light on system 1 and system 2 thinking, and is continuing their investigation into it.
To learn more, please reach out.
