Examples of good implicit testing
Posted: Mon Dec 23, 2024 4:35 am
Removing irritations and making consumers happy is an endeavor that benefits everyone.
Fortunately, we are partly protected from this by our brain. We make 95 percent of our decisions unconsciously via system 1. We often rationalize these decisions afterwards. "I ate a lot, so I must have been very hungry." People are basically lazy rather than tired and prefer to make decisions that cost little energy.
By making choices based on feeling and emotion (and therefore automatically), we save a lot of energy for other things. We can therefore be grateful to our brain that so many decisions are made unconsciously. And that this does not cost us much energy: thank you system 1!
So we have irrational consumption . But if system 1 is so important, how do we gain insight into it if the consumer is not even aware of it? You need to move from mathematical, numerical, rational approaches to customer behavior to more holistic, behavioral psychological analyses.
An example of this is focusing less on elements, such as substantive product features. This is only analyzed by system 2 for 'high impact' decisions, because they are interpreted as such that it is worth investing energy in. For the other 95 percent of choices where system 1 is in charge, we need to find out how consumers make choices quickly, unconsciously and intuitively.
Also read: More conversion through the right incentive? Test the unconscious brain
More fact based testing
To measure system 1 (unconscious behavior), you need to implicitly test and present choices that mimic practice as closely as possible. No conjoints or economic models based on numerical systems heavy construction contractors mailing list and mathematical formulas . Also no A/B tests with a longer lead time and where you only notice the result in practice.
These are certainly effective and good methods (!), but they do not measure system 1 well enough. This can be done more efficiently with better results as a result. Real life advertisements, concepts, propositions and campaigns including the creative design can be measured better with behavioral psychological – and implicit research with a holistic approach.
IAT : The implicit association task measures the strength of (automatic) associations of mental representations, objects, products or concepts in memory.
Priming task : Priming is the implicit memory effect whereby exposure to a brand, product, or concept influences the response to a later stimulus.
Choice modeling : Choice modeling models the decision process of an individual or customer segment through revealed preferences, which are made in a specific context.
Visual search tasks : Visual search tasks are, as it were, perceptual tasks that require attention to find a particular target or object, in a visual environment (comprised of distractors).
Fortunately, we are partly protected from this by our brain. We make 95 percent of our decisions unconsciously via system 1. We often rationalize these decisions afterwards. "I ate a lot, so I must have been very hungry." People are basically lazy rather than tired and prefer to make decisions that cost little energy.
By making choices based on feeling and emotion (and therefore automatically), we save a lot of energy for other things. We can therefore be grateful to our brain that so many decisions are made unconsciously. And that this does not cost us much energy: thank you system 1!
So we have irrational consumption . But if system 1 is so important, how do we gain insight into it if the consumer is not even aware of it? You need to move from mathematical, numerical, rational approaches to customer behavior to more holistic, behavioral psychological analyses.
An example of this is focusing less on elements, such as substantive product features. This is only analyzed by system 2 for 'high impact' decisions, because they are interpreted as such that it is worth investing energy in. For the other 95 percent of choices where system 1 is in charge, we need to find out how consumers make choices quickly, unconsciously and intuitively.
Also read: More conversion through the right incentive? Test the unconscious brain
More fact based testing
To measure system 1 (unconscious behavior), you need to implicitly test and present choices that mimic practice as closely as possible. No conjoints or economic models based on numerical systems heavy construction contractors mailing list and mathematical formulas . Also no A/B tests with a longer lead time and where you only notice the result in practice.
These are certainly effective and good methods (!), but they do not measure system 1 well enough. This can be done more efficiently with better results as a result. Real life advertisements, concepts, propositions and campaigns including the creative design can be measured better with behavioral psychological – and implicit research with a holistic approach.
IAT : The implicit association task measures the strength of (automatic) associations of mental representations, objects, products or concepts in memory.
Priming task : Priming is the implicit memory effect whereby exposure to a brand, product, or concept influences the response to a later stimulus.
Choice modeling : Choice modeling models the decision process of an individual or customer segment through revealed preferences, which are made in a specific context.
Visual search tasks : Visual search tasks are, as it were, perceptual tasks that require attention to find a particular target or object, in a visual environment (comprised of distractors).