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Mind Over Matter: Why Brands Transcend Products

Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc. - seemed so sophisticated compared with its slightly prosaic...

What has the Implicit Mind ever done for us?

It seems that implicit is the new black - everybody's talking about it, at least in the small but feverish world of advertising research. But is it a new idea and how useful is it anyway? The idea of the implicit mind has been around for quite...

Making the Case for Emotion (again)

I recently presented a paper with our client, Heinz, entitled 'Why Heinz knows the Truth is Implicit'. It discussed how we had employed two implicit techniques -based on metaphors and reaction-time - to uncover associations (with a piece of...

What is the viagra of virality?

We all know that virality is the advertisers' Holy Grail, as marketers look for new ways to subvert the constraints of the traditional media model - because getting your idea across for nothing is always nice! At its simplest, Virality is about...

Why we need to be more emotionally intelligent

How emotionally intelligent is the marketing and MR community? I recently ran a workshop on Why Emotions Matter with a large group of UK clients. One of their tasks was to come up with an elevator speech that would convince a sceptical CEO...

Don’t think social media, think social ideas

Marketers and advertisers love to talk about synergies, and the essence of most good integrated campaigns has always been a single powerful idea that goes across different media - producing a campaign effect that's more than the sum of its...

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