Your users, consumers and shoppers simply cannot express in words the whole truth behind their purchase decision. Consumer psychologists have shown in numerous studies that much of our purchase decision making process is automatic and unconscious and is influenced by factors like moods or habits.
Often we have seen that consumers cannot tell you exactly what they want or how important the product image, brand or price is to them. They consider the product as a whole and not in its constituent parts. To make understanding even harder, there is the phenomenon of social desirability responding which additionally distorts survey results.
To overcome this we examine the implicit, not only qualitatively but also quantitatively. We do this so that you understand the behaviour of users, consumers and shoppers in a holistic way. We monitor and measure behaviour in natural situations, such as surfing the web at home, whilst shopping in a store or reading the newspaper.
Our implicit methods are reliable and valid - not least because we have developed them from methods used in academia; benchmarked them against other metrics and have been using them for more than 10 years with clients in market research studies.
Some of our implicit methods
Eye Tracking: Shows which areas receive sufficient, which little attention. It is especially useful for ad efectiveness tests and research at the point of sale.
Attention Tracking: Our online version of Eye Tracking. Recommended for copy testing, virtual poster tests and shelf tests of packaging.
User Tracking: The internet users' navigation behaviour is recorded. Suitable for remote usability tests of websites and ad effectiveness tests for online marketing.
Reaction time measurement: The i²BrandReact measures the associations customers really link to a brand. Suitable to assess the brand image.
Galvanic Skin Response Measurement: Show the emotional involvement and is particularly suitable for TV studies and investigations where emotions play a big role.
Zapping measurement: Used in TV studies to record in which moment viewers switch. Thus the reach of a TV commercial is determined sequence by sequence.
EEG: The measurement of brain waves give information about cognitive activation. It is particularly useful in product usability tests and in ad effectiveness tests.
In-depth interview: Used to reveal motives, associations, desires and unconscious claims. Suitable for laddering interviews and means-end analysis.
Home visits: Users and consumers are visited at home or at work and are being observed while interacting with websites or consumer electronics. Reveal effects on the user experience depending on the context of usage.
Diary studies: Shows your target group's habits and contexts of usage. Identifies needs and problems that the users are not really aware of. Suitable for user-centeres product development.
