Advanced research methods for market researchers | blog posts from Sentient Decision Science
On two occasions I have been asked, “Pray, Mr. Babbage, if you put into the machine wrong figures, will the right answers come out?” … I am not able rightly to apprehend the kind of confusion of ideas that could provoke such a question. —CHARLES BABBAGE, PASSAGES FROM THE LIFE OF A PHILOSOPHER
Similar to timed judgments of associations, time constrained explicit evaluations also fail to meet the key criteria of an implicit measure. The industry has recently been exposed to some good new time constrained explicit evaluation techniques.
I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look.