A vast majority of the entire decision-making process occurs outside consciousness. Emotional attitudes are the main determinant of our behavior. It is difficult to identify these emotional drivers, as they can be easily missed when we rely only on traditional research techniques.
Explicit opinions derived from declarative answers of respondents are not enough to fully describe the attitude-behavior relationship (as shown by Krauss in 1995 on the basis of a meta-analysis of 85 research studies).
On the other hand, as technology takes over not just the world of research, but the very fabric of human existence per se, online and mobile metrics are fast becoming the preferred way of tapping into consumers’ minds.
Ask any researcher specializing in quantitative metrics applied via online or mobile surveys and you will most likely hear the same old story of how results end up being contaminated with declarations that will in no way transform into actual behavior, unless you design a multi-layered, complicated, not-too-scalable, expensive and quite boring survey, that will most likely scare away either the client or the respondents. You hear those researchers complain about flat, uninteresting results from typical online/mobile surveys that provide same, supposed insights that the client had heard so many times before and had already dismissed as irrelevant to the actual drivers of consumers behavior.
This leads to conclusion that we need to look for additional tools and approaches to be able to fully understand the processes behind preferences, decisions and choices.
A scalable, online research method that goes beyond simple declarations to reach consumers’ hidden motivations is the measure of response time. It is one of latency measures and we’ve already devoted one Greenbook webinar to presenting its theoretical background and some basic applications as well as to compare its features with other variations of this measure, with implicit association test, or IAT, being the best-known one. We encourage all of you to listen to that webinar to better understand the paradigm of attitude accessibility and strength of conviction and how it differs from the ones based on the concept of associations.
This webinar, however, will be all about actual case studies, through which experts on latency measures in online and mobile surveys will reveal their way of working with this metric of emotional certainty. We will share how we think of response time, how we show its value to our clients and partners around the world, and how we combine this metric with either other neuro/biometric research or more traditional approaches (both qual and quant). We will share actual research dilemmas that we faced and show how implicit response time was brought into action to help discover what consumers really needed in a given product category, which features of a new product were true must haves on emotional level or which claims used by one reputable brand might have proved to be its worst enemies, acting more in favor of their arch-competitor.
We will even take it two steps further. First of all, we’ll share with you, fellow research professionals, how our company – thanks to implicit response time – has been successfully infiltrating the realms of ‘research outside of market research’, by bringing a measure of emotional conviction to assessment of sales force potential, employee satisfaction or evaluation, internal change management or employer branding. If so far, your research has been all about brands and comms, then here’s some food for thought - there is a whole new world out there that seeks new research metrics and approaches. Preconditions? Just two – your measure has got to be applicable online and able to reach beyond the wall of declarative answers. Just like implicit response time.
Secondly, we’ll speak openly about the limitations of latency measures, share thoughts on some road blocks that you might encounter along this path and show – again, using real-life case studies – that implicit response time is a valuable, evolutionary, easy to apply metric that has the ability to sharpen the image provided by traditional online or mobile surveys, but at the same time is neither a revolutionary new force in MR that will sweep away all other metrics, nor a magic wand that will always change dramatically the results of a survey and expose those deceitful respondents :-)
We’ll leave fibs and hyperboles aside and show you the reality of implicit response time.
View the recording. You will learn:
- What is emotional certainty or hesitation and why it matters.
- How NEUROHM, a market pioneer in latency measures applied to online and mobile surveys, uses this metric to go beyond declarative answers and reach true emotional drivers of human behavior.
- Real-life applications of response time in market research and beyond.
Anna Szydlo, Director, NEUROHM
Anna is a social psychology graduate with extensive professional background in market research. Her career in neuromarketing started in 2009 and currently Anna holds the position of Deputy Director of Research Department at NEUROHM. She is responsible for maintaining relationships with key clients and partners as well as managing complex research projects around the world. She focuses on FMCG, telecom, automotive, OTC pharma, and banking sector.
Dawid Adamczyk, Research Specialist, NEUROHM
A psychology graduate who specializes in dynamics of emotions. As a Research Specialist, Dawid relies on his knowledge and experience to help clients with their research projects, be that in study design, consultancy on implicit metrics or results analysis. He is also responsible for supporting NEUROHM’s partners in implementation of neuro and biometric tools. As a member of the R&D team, Dawid devotes a slice of his time to meta-research as well as development of new methods and measures.