Implicit Testing and Product Acceptance

Implicit testing finds biases that impact buying decisions

Approach or Avoid: Implicit Testing

Research to help companies make faster, more informed clean label decisions requires accurate prediction of behavior reactions—approach or avoid—to branded products with given claims and ingredient labels. Asking a research participant to directly predict their behaviors in response to a brand, claim or ingredient is known to be a poor predictor of actual behavior.

Implicit testing avoids the inaccuracy of direct Q&A responses to yield a more accurate predictor of behavior. Through our simple context-based implicit questions, we capture native emotional (system 1) reactions as well as rational (system 2) thinking. As emotional choices are faster, measuring time to make a choice adds a valuable, new dimension for more informed product and brand decision making.

Therefore, it is an excellent technique to help researchers determine:

  • What ingredients to display to achieve a cleaner label?
  • What claims will result in the greatest approach reaction for an anticipated moment of use?
  • What contexts of use are associated with brand use among various segments of consumers?
  • How to screen consumers based on brand attitudes and/or behavioral predictions of “approach or avoid” reactions?

Implicit Testing Rationale

Implicit testing leverages context to measure emotional and rational reactions which motivate decisions. For example, within a breakfast occasion the behavioral reactions of participants may differ if the context for choosing a food item is a “convenient grab-and-go moment” or a “normal sit-down breakfast moment.”
Implicit testing measures not only approach or avoid, but the speed of response. This measure of response time quantifies whether an “approach or avoid” reaction is based on emotional (fast) or rational (slow) thinking.

Implicit test response quadrants

Slow responses represent attitudes about brands, claims or ingredients which are poorly formed, or where the presented context is new to a participant.  This forces the participant into a slower more rational thinking process about how to behave.

Fast responses represent well developed attitudes and strong memories within the presented context. This results in quick reactions based on pre-formed memories and emotions.

For examples of applications and data interpretation, view the recent webinar

"Going Behavioral with the Implicit / Explicit Test " 

Accelerating Innovation!

See how you can accelerate successful innovations through behavioral research in this video.

The essential need for speed-to-market response in today’s consumer-driven marketplace has compelled a shift from traditional step-by-step development processes to innovation approaches that incorporate a lean mindset, design thinking, and rapid prototyping. But being lean and agile to support successful innovation efforts does not mean cutting corners, it means you are being smarter in getting to market faster with lower investment.

How do you do shift your research and innovation efforts to be agile, fast and affordable, while still effectively exploring, ideating and executing on your idea, product or service?

In this two-part series of WebinarsNow, you’ll learn about:

  • Agile approaches to innovation and how these differ from classical processes
  • Iterative, cooperative research methodologies functioning as “learning sprints” and “feedback loops”
  • Case studies delving into these behavioral research approaches

Innovations in research methodology have been proven to help innovation teams more quickly know how to target, design and develop for a more rapid market response. Join us to be inspired to shift your mindset and revisit the way you drive your innovation pipeline to success.

Original Presentations:

Thursday, March 8, 2pm ET : “Clearing Up the Fuzzy Front End”

Attend Live!

Thursday, April 5, 2pm ET : “Translation Through Iterative Design”

 Hosted by InsightsNow: Dave Lundahl, CEO & Karen Lynch, Senior Director of Qualitative Insights

Webinar 7 – March 2018 “Accelerating Innovation through Agile Techniques – Part 1: Clearing Up the Fuzzy Front End”

Thursday, March 8, 2pm ET : “Clearing Up the Fuzzy Front End”

Thursday, April 5, 2pm ET : “Translation Through Iterative Design”

Thursday, May 3, 2pm ET :  "Commercialization Sprints"

 Hosted by InsightsNow: Dave Lundahl, CEO, Karen Lynch, Senior Director of Qualitative Insights, and Greg Stucky, Chief Research Officer

The essential need for speed-to-market response in today’s consumer-driven marketplace has compelled a shift from traditional step-by-step development processes to innovation approaches that incorporate a lean mindset, design thinking, and rapid prototyping. But being lean and agile to support successful innovation efforts does not mean cutting corners, it means you are being smarter in getting to market faster with lower investment.

How do you do shift your research and innovation efforts to be agile, fast and affordable, while still effectively exploring, ideating and executing on your idea, product or service?

In this WebinarsNow series, you’ll learn about:

  • Agile approaches to innovation and how these differ from classical processes
  • Iterative, cooperative research methodologies functioning as “learning sprints” and “feedback loops”
  • Case studies delving into these behavioral research approaches

Innovations in research methodology have been proven to help innovation teams more quickly know how to target, design and develop for a more rapid market response. Join us to be inspired to shift your mindset and revisit the way you drive your innovation pipeline to success.

See how you can accelerate successful innovations through behavioral research in this video.