Abstract:

This case study shows how a new implicit and metaphorical approach gave eBay a powerful commercial insight denied to conventional approaches: Response latency, in milliseconds, (combined with task accuracy) obviates the need for explicit questions, and minimises scope for cognitive disturbance. Avatar-led technology, using metaphoric visualisations, allows respondents to express their feelings automatically, without words. For eBay, the approach revealed a hidden negative bias among non-users, and showed that these beliefs reduce dramatically after seeing new advertising - giving confidence that the campaign could challenge resistance among non-users, and extend the brand’s franchise.