Digging beneath the surface
We live in a world of abundant choices, with our decision-making processes influenced by a whole host of internal and external factors. Currently, collecting the‘external factors is relatively straightforward, we have a multitude of ways of gathering opinions, thoughts and views from individuals. Collecting the ‘internal factors' is more difficult, and for this we turn to Neuroscience.
With our sister company, Implicit Research and support from our academic psychologist Dr Aiden Gregg who specializes in the field, we have spent the last 5 years developing and using in-house proprietary tools for use in scenarios where business issues require additional ‘digging’ in order to fully understand the unconscious thought processes of respondents.
We use implicit association techniques in combination with traditional research methods in order to do this. One of the main techniques we use is a short online exercise known as the Implicit Association Test (IAT) and works on the basis of response times. The premise is that it takes longer for a respondent to express a real preference or an opinion about something about which they are not truly convinced.
The IAT was first developed by Social Psychologists at Harvard University in 1998 and has over a decade of validated research.
Please click here to view examples of our work where the IAT has been used.
If you would like to find out more about our Neuroscience offerings please call Louise Tamblin on 020 7851 7532 or please send us a message here.