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Implicit Testing for Brands


There is an incredible consumer research tool called implicit testing; here is just a small flavour of some of the brands who are using it:

Why all the hype?

Well, let's take an example. Psychologists at the University of Padova found that implicit testing could predict people's subsequent voting behaviour - even among those who said they didn't know who they would vote for!

This is because consumers can't always be accurate when you ask them things. New Coke tested great in focus groups!

But why is this?

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