Why we are different
Conquest has found that around 60% of human behaviour is driven by emotion/implicit, and 40% by rational. Yet the vast majority of contemporary research only probes considered choices and rational persuasion. Perhaps this is because most neuromarketing techniques (FMRI, eye-tracking, EEG) aren’t practical to apply. They are expensive to administer, and tend to tell us that something is going on, but not necessarily what that something is, or what to do about it.
That’s why at Conquest we’ve developed award-winning, practical System 1 tools that dig deeper and are used to enhance traditional surveys alongside rational measures to bring you the best of both worlds. This means we can build a predictive behavioural Mind Model® which brings together both sides of the story to measure how marketing impacts a brand over time. And we can prove that the inclusion of our System 1 tools adds significantly to the model’s predictive power.