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By Dave Lundahl, CEO, InsightsNow
In this time of change, companies have had to become more agile in how their business decisions are made. The consumer today is different than before the pandemic. Health and wellness concerns are heightened and new concerns have emerged regarding sustainability and diversity. More shoppers are using online tools to inform their purchase decisions – or to avoid retail altogether through online purchases.
As a result, we find ourselves in a time of incredible innovation as companies pivot. This has elevated the need for innovative ways to not only speed up the delivery of insights for decisions but also make insights more relevant.
Key to providing speed and relevancy in insights during this time of change has been the advancement of a class of neuromarketing techniques that contain implicit testing. Implicit testing helps you better understand why people do what they do in order for brands to create marketing, innovation and product development plans to disrupt or nudge consumer behaviors.
Implicit testing is a class of neuromarketing techniques that does not require special equipment such as brain-scanning EEG hardware to measure brain activity; physiological sensors to measure arousal; or eye-tracking and facial coding to capture study participant attention. Based on what neuroscientists call “prime-target” response measures, implicit testing techniques can easily and cost-effectively be integrated into almost any research protocol or study.
In 2017, here at InsightsNow, we made a breakthrough in the delivery of implicit techniques with the development of what we call the Implicit/Explicit Test™. This advancement uses neuroscience in two ways. It applies a very powerful driver of human behavior called priming and it measures not only response behavior but also what mode of thinking a participant uses at the point of an experience or situational context where a target is presented for response.
Priming places participants mentally into their own recent product experiences or into situational contexts they frequent and this establishes how participants react to targets. For example, a participant’s desire for ice cream (the target) in the context of wintery images (as your prime) will likely be different than if the images are of a hot summer day.
The mode of thinking (implicit or explicit) is ascertained by comparing the speed of response to various calibrated speed-of-response patterns that are known to be implicit (fast) or explicit (slow). To learn more about how the Implicit/Explicit Test works, we welcome you to download “The Implicit/Explicit Test™: Applying Neuromarketing to Enable Better Product Marketing, Development and Innovation.”
Since this advancement, we have been rapidly expanding Implicit/Explicit Test’s application into the expansive universe of marketing research approaches. To date, we have found innovative and effective ways to apply this technique in food, beverage, pet care, supplements, beauty care, household care, nutritional products, OTC pharma, health care, marketing advertisement and technology studies. Retailers are using this approach to decide the brands and SKUs to place on their store shelves. Ingredient suppliers and flavor and fragrance companies are using it to help their CPG clients build prized products for consumers and shoppers. We are applying it in marketing and media research to know how to nudge or disrupt shoppers, consumers and people navigating health care choices or for government agencies to help people make vaccination decisions.
We invite you to join us in discovering what’s the “so what” about implicit testing! To learn more about how to apply the Implicit/Explicit Test™, please download our recently completed e-book that defines eight distinct applications (www.insightsnow.com/8implicitapps). This includes applications to learn how to nudge or disrupt people through product claims, ingredients labeling and label design to assess brand trust and awareness, measure emotions, understand the impact of context and position products to be perceived as relevant and beneficial.