Implicit Research Techniques: What Qualifies & Why

Aaron Reid
Ph.D. Chief Behavioral Scientist, Sentient Decision Science

Many progressive insights divisions are putting quantitative implicit research techniques into practice. Yet, according to the most recent GRIT report, implicit research technologies are still in the early adoption phase for the industry overall.

In order to cross the chasm to broader adoption, many important questions for insights managers and marketers need to be answered including:

  • What qualifies as an implicit research technique?
  • What are the appropriate use cases of implicit research technology?
  • What insights can implicit research techniques provide above and beyond explicit techniques?
  • Should implicit techniques be combined with traditional explicit techniques, including when and how?

The “Is it Implicit?” white paper draws on new knowledge coming out of the Sentient Consumer Subconscious Research Lab to answer each of the above questions by:

  • Providing a practical industry definition of implicit research techniques and providing examples of how implicit research technologies (e.g EEG, biometrics, behavioral response association measures) meet the criteria.
  • Introducing a use case grid with advantages and disadvantages of both implicit and explicit techniques across applications.
  • Sharing a new research-on-research case study revealing how adding implicit data more accurately forecasts future sales data.
  • Demonstrating a case study on how to effectively combine implicit and explicit data into a single, more predictive, consumer behavior forecasting model.
  • Readers will be exposed to broader definition of implicit research technology, gain knowledge on when to use implicit research techniques, take away practical insight on why and how to incorporate implicit techniques into their research programs.

Download the “Is it Implicit” white paper to learn more.

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