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Quantitative research
Implicit measurement
In consumer research, consumers are often explicitly asked what they think about a particular product, advertisement or brand, for example. This type of measurement is especially appropriate when the goal is to find out what happens when people consciously think about these topics.
Unconscious plays major role in image formation
Many branding and communication models initially assume rational behavior. Yet influential thinkers such as Dijksterhuis and Kahneman (author of "Our Fallible Thinking") show that people do not act nearly as rationally as they think. Our brain is programmed to appeal to automatic "thinking" as often as possible when making decisions.
Scientific research shows that only 10% of our decisions are made consciously and rationally. The unconscious plays a significant role in image formation, and the idea that consumers are rational decision makers is outdated. For example, consumers may have unconscious positive associations that they are not aware of when answering explicit questions. They may also act on habit without being aware of it.
Response based only on unconscious processes
Especially in aspects such as perception, atmosphere, feeling, and emotional associations with brands or communication expressions, it is essential to address the unconscious processes. To accurately map this, we use techniques in all our research that pay sufficient attention to "the unconscious. We assess this using implicit measurement methods. These methods do not allow respondents to cognitively analyze answers or actions, so the response is based only on unconscious processes. This gives us the purest possible picture of the position the brand occupies in the respondent's mind or the emotional effect of a communication expression. We apply this approach in all our qualitative and quantitative research, both online and offline.
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