@SentientInsight
Implicit insight news and information.
Learn about Sentient through the insights we are uncovering across the globe.
Using Mobile Implicit Research Technology to Tap Into the Consumer Subconscious
Mobile market research is on the rise. TNS recently estimated that in 2-3 years 20-30% of all market research data collection will be from mobile devices. In this video, Sentient's Dr. Aaron Reid demonstrates how we can now...
Conducting Consumer Behavior Research for the Mobile Market
In this short interview at MRMW in London, Dr. Reid of Sentient Decision Science discusses the potential boons and banes of conducting consumer behavior research in the mobile market research space. A TNS mobile research...
Protecting the Science: Why Time Constrained Explicit Evaluations Can't Be Implicit Research
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...
Protecting the Science: Do Timed Judgments of Associations Count as Implicit Research?
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...
Protecting the Science: The Affect Misattribution Procedure as an Implicit Research Technique
In both the Implicit Association Test (IAT) and Evaluative Priming (EP) techniques there is always a right answer to the judgment that is required from respondents. In the Affect Misattribution Procedure (AMP) primes are used...
Protecting the Science: Evaluative Priming for Consumer Insights
Russ Fazio and colleagues are often cited for some of the first applications of priming techniques in the study of social cognition (1986; 1995). An evaluative priming exercise (EP) is a technique that reveals the implicit...
Protecting the Science: The Implicit Association Test to Evaluate Consumer Subconscious
Implicit research measures are appropriately defined as those that are indirect, not deliberate, uncontrolled and unintentional in nature. The Implicit Association Test (IAT) largely fits these criteria of being implicit. The...
Protecting the Science of Implicit Research Technology
Researchers and insights managers were given a dual role at this year's The Market Research Event (#TMRE13): "Protecting the Science of Understanding while Translating Insight into Confident Business Decisions." Whew! That's...
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