Measuring what really matters
All our surveys are designed to measure what really matters — empathy, unconscious learning and true engagement with brands.
ETHNOGRAPHY
We know that most purchase decisions are made automatically.
Asking people what they do and why is not as good as watching what they do (and then asking why). We have developed a cost effective way of following people as they make decisions (to use websites, buy cars, buy groceries) using a mix of online diaries, 2 way texting, online video, self recorded video and audio and conventional interviews.
These projects can last a week or several months, but they allow us to track how decisions are made, and pick up all the influences and factors that intervene.
PERSUASION TESTING
IEP (implicit explicit persuasion) testing allows us to measure both the conscious and unconscious take out from a communication. We can identify the emotional strength of communications (that happen unconsciously) as well as identify the rational messages that are ‘taken out’ from the message.
How much better are your ads working
than your research
says?
We have been running IEP tests alongside conventional pre-tests, and this approach measures the rational takeout and also the emotional take-out, and provides clear evidence of emotional shifts where they occur. So far we see over 40% more positive ad effect than conventional measures
IMPLICIT TESTING
Implicit tests are designed to understand our unconscious feelings and prejudices, rather than measuring our thoughts. They work in a different way to any conventional quantitative research (that asks people to tell us what they think they think) and allows us to identify the powerful emotions that lie behind consumer decisions. They are perfect for getting beyond respondents knee jerk reactions to brands (and questions).
INNOVATIVE ON-LINE
We also conduct conventional research, but we do it better. Rather than getting respondents to just tick boxes we engage consumers in an stimulating on line research environment. By doing so we get consumers thinking about the subject and their feelings – not just playing back first impressions. We have found ways of using tools from focus groups in a quantitative on line environment and the result is much greater insight (and more enjoyable surveys)
implicit test
iep demo
my world
drag & drop
statements
sliders
allocation
ingredients
columns
Two of Dr. Goode's papers are available to download at the moment:
The role of ad memory in ad persuasion – rethinking the hidden persuaders
Seeing through the eyes of the consumer