Read posts about implicit associations on Sentient Decision Science’s implicit market research blog.
The non-conscious measurement tools that were once deemed not appropriate for answering the most important questions, are now the only measurement tools that can give us the evidence we need: on whether exposure to marketing reinforces or reduces stereotypes.
Dr. Reid demonstrates the need for measuring both business and social KPI’s to be successful in todays environment.
Responding in today’s environment requires the ability to fully understand how people are feeling. Brands can’t advertise in the same way they once did and expect the same impact. Further, traditional ad-testing is broken and is now obviously not up for this moment. Simply asking for opinions of how people feel about your ads won’t give you true insight into how your ads make people feel, let alone give you true insight into how ads make people feel about your brand.