Nonconscious Consumer Research

Implicit-Consumer-Choice-Models

Why Implicit Consumer Choice Models Are Essential to Modern Market Research

This past February, I returned to Amsterdam for the first time in 15 years. On this trip I was presenting a workshop at the IIeX Europe market research conference on how to design and analyze implicit research studies on a software system developed to measure consumer nonconscious processing. Back in 2001, I was presenting an academic paper on a fundamentally different, and more accurate, model of how consumers make decisions: the Proportional Difference model. What struck me on this visit was just how slow business has been in becoming current with the insights coming out of the behavioral science literature–and this was my observation at what is now the most innovative summit of researchers in our industry. ….[READ]

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