We've been researching, validating and using our Neuroscientific techniques over the past 3 years and finally Neuroscience has caught on in market research!
It certainly is an exciting time for new research methods to come into the spotlight. We've always adopted psychological approaches to qualitative interviewing, be they association techniques, completion tasks, anologies, metaphors or storytelling. However, there has been more and more interest in incoporating new techniques that tap into the unconscious thought processes.
We have in-house Neuroscientific tools that are capable of measuring the unconcious thoughts behind bias and underlying preferences, called the Implicit Association Test (IAT) first produced at Harvard University for social psychology purposes. The benefit of having these tools means that we are able to measure the strength and magnitude of emotional associations numerically, for example between advertising concepts and the emotions they are linked with or between brands and their product attributes.
Neuroscientific techniques really uncover a new level of depth that we did not have before.