Quantitative research
Implicit measurement
In traditional consumer research, people are often explicitly asked what they think about a product, advertisement or brand. This is useful for understanding what consumers consciously think and feel. But many of their decisions are not made consciously. This is where implicit measurement comes into play.
Map unconscious consumer behavior
Several studies and thinkers, such as Dijksterhuis and Kahneman (author of "Our Fallible Thinking"), have shown that consumers do not always act as rationally as they think they do. Our brain is trained to react automatically, without conscious thought.
Only 10% of our decisions are made consciously and rationally, according to scientific research. The other 90% are influenced by unconscious processes, such as emotional associations and habits. As a result, consumers may, without realizing it, have a preference for a brand that they cannot explicitly express in traditional questionnaires.
Implicit measurement: finding out what people really feel
To measure brand perception, mood and emotional associations, it is necessary to look not only at what consumers say consciously, but also at what they feel subconsciously. Implicit measurement is the method for this. At Blauw Research we use advanced techniques to uncover these unconscious processes. Examples include reaction time tests or measuring eye movements, which allow us to see what really draws attention without the consumer having to rationally explain it.
Pure results through unconscious response
The unique thing about implicit measurement is that it gives the consumer no time to cognitively analyze responses. This means the response is pure and unconscious. This gives us an honest picture of how a brand or advertisement really comes across. We apply this technique in all our research, both online and offline, to accurately map a brand's position in the consumer's brain.
The power of implicit measurement in practice
Want to know how a campaign really lands or what emotions your brand evokes? Implicit measurement offers the answer. At Blauw Research, we use this technique to enrich brand estimates with data that goes beyond what consumers themselves can articulate. This gives you a more complete and reliable picture of how your brand is perceived in the market.
Looking for more insights into your customers' unconscious behavior? Learn more about our approach and discover how we can use different measurement methods to move your brand forward.
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