Doctor, doctor, I've been dabbling in non-conscious measurement

Date of publication: June 15, 2016

Catalogue: Congress 2016: #WOW


Working in research for a decade, Tom thinks he has amassed sufficient experience to tackle most research challenges. Whilst he cares very much about his work, Tom has inadvertently become complacent. He embraced the switch to online research with gusto and was able to carry on doing what he was already doing using CATI. Tom has recently explored eye-tracking, galvanic skin response and implicit association techniques. However, the challenges he has faced have taken him outside of his comfort zone. In our theatrical performance, Tom reflects on 5 misperceptions that he approached these studies with whilst Dr Smith, an expert in Cognitive Neuroscience, points out the flaws in his research design and offers practical tips on how he could improve his studies next time.

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