Tapping Into Consumers' Subconscious Through Implicit Research

Brands have the option to use any number of research methods - be it a MaxDiff, TURF, Segmentation, or Key Driver Analysis. All advanced research methods have their own unique benefits, but one, in particular, has the ability to actually tap into consumers' subconscious attitudes and opinions, and that's Implicit Research. 

There are two types of Implicit Research methodologies, both of which are available on quantilope's Insights Automation Platform: Single Implicit Association Test (SIAT) and Multi Implicit Association Test (MIAT).

A SIAT captures consumers' implicit associations with a brand, product, or category - for example, showing respondents the words 'modern', 'assistant', and 'innovative' and asking how well these words fit with the overall static element: Smart Homes (as done in quantilope's Consumer Electronics Study). 

A MIAT is similar, though it measures the implicit reactions to multiple brands, products, or categories. For example, quantilope's Streaming and Social Platform study asked consumers to select which of 8 major social platforms they associate with being 'lame', 'mindless', 'creative', and so on. 

The choice between SIAT and MIAT depends on a brand's unique objective - namely, if they want to compare against their competitors or if they want to focus on their own brand elements in isolation. Regardless, both types of implicit association testing (both a SIAT and MIAT) have similar use cases and benefits.

To learn what these use cases and benefits are, and to see implicit research in action through real quantilope studies, access the full Guide to Implicit Research report below: