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Beware the Neuromaniacs!

Have you been to a research conference recently? If you have you may well have heard a pitch along the following lines "More has been learned about the brain in the last 10 years than in the previous thousand. Neuroscience proves that our brains are in control of our...

System 1 or System 2? The Answer: Mind Modelling!

Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand...

Is Self Brand Overlap the Secret of Brand Love?

For some years now, marketers have grappled with the challenge of how to explain 'brand love' - that intangible sense of attachment that makes Coke 'taste better' than Pepsi and may even lead us to overlook a product's shortcomings (think...

Why Some Ideas Are So Hard to Resist

I recently read The Evolution of Everything: How Ideas Emerge, by Matt Ridley, and was struck by the following passage: 'Evolution is far more common and far more influential than most people recognise. It is not confined to genetic systems,...

Are marketers just too timid to embrace System1?

Are the traditional tools of market research – surveys with explicit, direct questions –still up to the job of measuring brands in the new era? The explosion of new understanding about how the mind works could not have been foreseen by the...

Why unconscious decisions aren’t always best

At a recent conference a speaker remarked that the best outcome for your brand is that it is chosen without conscious thought. The more I examine this, the more curious a conclusion it appears. Why is it assumed that unconscious processing is...

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Customer research experts: bringing together rational, emotional and implicit to increase predictive power