Abstract:

In recent years thinking from social psychology and behavioural economics has permeated market research. They have laid down a challenge to research by emphasising the importance of understanding how non-conscious response drives consumer decision making and behaviour. Existing research approaches have struggled with this concept, so new methods have emerged which claim to measure non-conscious responses to stimulus. These new methods are pushed as the latest and greatest thing, but should this be believed? Which offer us improved insights and how should they best be deployed? We have road tested 5 of the latest techniques for accessing the non-conscious.