While conventional market research remains on the surface and only explores the conscious judgements of customers, our methods combine psychology and state-of-the-art technology. This enables us to measure and analyse real (neuro-biological), explicit and also implicit (subconscious) reactions of your customers in numerous settings to describe the overall experience of your target group.
For us, implicit research approaches are a central key to gaining a profound qualitative and quantitative understanding of what people really experience and what drives them. We enrich the conventional methods of market research: Emotion analysis, activation (electrodermal activity), reaction time measurement and eye tracking. The underlying technologies are partly patent-protected and can be realized with all common online and offline panels. This knowledge and the holistic understanding of consumers gives our customers the decisive knowledge advantage over their competitors.
We will organize the use of our implicit measurement methods with you based on your research questions. Therefore, the methods from eye-tracking to evaluating emotions and calculating reaction time can be used individually or in combination to give you definitive insights into customer perception. Our technologies can be used no matter what kind of stimulus material you use and can be applied both online and in the test studio.
1. What exactly does “implicit” mean?
Psychologists often distinguish between “implicit” and “explicit” patterns of action when describing human perception, emotions and our communication. Whereas explicit approaches refer to our logical thinking, i.e. our “conscious” sense experience and language, implicit approaches explain the exact opposite: they mean unconscious and automatic mechanisms that regulate our perception and behaviour – without us being aware of and able to define them. These processes are based on personal beliefs, are based on memories, perceptions and convictions.
2. What are the advantages of implicit research methods?
Explicit methods used alone sometimes lead to inaccurate results. For example, in certain situations, respondents adapt their answers to what is assumed to be “desired”. Therefore, additional implicit measurement methods are used for higher validity.
With the aid of these we will show you what consumers feel subconsciously but can not put themselves into words. We are often unaware of our feelings or the visual perception itself-or are unable to verbalize them well. In addition, innovative approaches such as reaction-time based queries are a playful research method and a welcome change from the usual questionnaires for study participants.
3. What insights can I gain from the implicit analyses?
Our implicit measurement methods can help you to better understand your customers’ perceptions and their decision-making processes. For example, our eye-tracking analyses show the eye movements and focus points of consumers. This allows you to find out which visual elements are actually being viewed and how exactly the attention patterns on your stimulus look.
The emotion analysis examines the dramaturgical design of your video content and identifies emotional patterns of impact: which scenes trigger pleasure? Which scenes cause irritation? Are the emotional highlights set where it is most effective?
Reaction-time based test procedures reveal association patterns and strongly learned connections. By combining reaction time measurement and implicit testing, we can show which preferences your customers have or which characteristics are most strongly linked to your brand.
Today brands have to stand out emotionally from the competition. Emotional analysis allows you to benefit from the findings of automated detection of participants’ facial expressions which gives a better understand what touches and appeals to your customers emotionally.
Emotions are not expressed just in our facial expressions. Skin conductivity can measure reactions precisely and without us being aware of it. The activation – i.e. how bored, relaxed or stressed we are – is best measured by skin conductivity.
REACTION TIME MEASUREMENT
With the eye square’s BRANDREACT, implicit brand connections become evident which would otherwise remain hidden. It is the perfect solution for measuring gut feelings towards your brand quickly and playful way for the participants and is cost-effective for you.
With Eye Tracking, we quickly and precisely analyse the eye movements of your customers to understand the attention process. This can be conducted in the lab, in real environments or easily from home; depending on the context and needs, we offer different types of eye tracking.