Innovation is key to creating what we all want – a cleaner, healthier, happier world. As consumer and marketing researchers we can impact and accelerate innovation by raising the insights bar through neuromarketing – the application of behavioral science to applied insights for innovation, product development and marketing. “Implicit testing” is a neuromarketing buzzword often misused, even by marketing and consumer researchers. This presentation will clarify implicit testing and how neuromarketing fits into the consumer and marketing researchers’ toolbox.
Classical studies with complex questionnaires often place participants into explicit, rational modes of thinking. In contrast, implicit studies place participants into nonconscious, fast thinking modes with different behavior motivators. In real-life moments, consumers and shoppers often mix their modes to make decisions.
You’ll learn how to expand your toolbox of implicit testing techniques with hybrid methods based on associative and motivational priming, and see applications for testing of ideas, concepts, claims, ingredients and products. You’ll be introduced to a technique called The Implicit/Explicit Test which identifies modes of thinking in participants to better identify motivators of shopping and consumer behavior.
Key Takeaways from the webinar:
- Learn how to expand the technique of implicit testing for research projects by adding reaction speed measurements, scoring models and behavioral frameworks.
- Improve insights from implicit tests using behavioral frameworks that classify consumer motivators into functional, social, psychological, and sensorial categories
- Walk through case studies showing real-life applications of this agile technique to current day issues and behaviors using research from our ongoing COVID-19 tracker study.
