Which brands stand to gain most from Implicit Marketing Research?
Not all brands. For some, the old-school method of surveys and focus groups work just fine.
Here’s a rule of thumb: products that are bought rather mindlessly ask for implicit research, whereas rational purchases are better predicted by explicit research.
Before we embark on any research journey, we always determine whether implicit measures make sense for a particular brand to dive into. If it doesn’t, we’re honest as a child.