It’s not only the weather, people too can be pretty changeable and difficult to predict. Until just a few years ago, in communication research, we thought we understood pretty well how to get our message across, although it now appears that we must increasingly take into account a different view of human behaviour. One that is not only rational, conscious and cautious, but also intuitive, instinctive and (apparently) remote.
Fortunately, in research we can now make use of both explicit and implicit methods which reflect much better the many forms of information processing and decision-making behaviour. The end result? Surprising (and) effective.
We make use of various methods to test your campaign or advertisement: