The “tried and true” consumer research techniques dominating the industry today provide a wealth of consciously deliberated, explicit, System 2 data – that is, consumer feedback that comes from a place of significant logical thought and reasoning.
While these data can’t be entirely discounted, it doesn’t paint a full picture of how consumers truly feel about and respond to marketing messages in today’s information-clogged world.
In order to see the “big picture” from which to plan and develop future marketing campaigns (and even develop future products), you need access to consumers’ implicit, System 1, subconscious thoughts and feelings. Think of these as their “first reactions” before their “logical” brain kicks in and begins logically rationalizing how they’ll respond to your products & services as well as surveys about them.
But in the real world, rational thinking doesn’t always – in fact, seldom – rules. Implicit reactions strongly influence consumer behavior.
Armed with both implicit and explicit consumer thoughts and feelings, you’ll have the power to create marketing that really connects with consumers … truly resonates with them … and positions you or your clients to rise to the top of your industry.