Tag: Innovation
Read posts about innovation on Sentient Decision Science’s implicit market research blog.
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 sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look.
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 to influence a judgment, however there is no right answer to the judgment. Nonetheless, the participant’s answer is indirectly and […]