Abstract:

Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People don’t always do what they say because they generally don’t have a clue what they are going to do, or because the context changes. Traditional marketing research far too often relies on “acontextual” methods and declarative measures to make statements about current and future attitudes and behaviours. Haystack and Heineken have conducted a study to prove that beer can be best researched in a context similar to the context where the interaction with the stimulus (beer) usually takes place, and that behavioural and implicit measures - as opposed to declarative KPIs - are better predictors of sales success.