Rarely. While Implicit Marketing Research unearths valuable insights for brands in fast moving consumer goods, it has little added value to most B2B brands.

Here’s a rule of thumb: products that are bought rather mindlessly ask for implicit research, whereas conscious purchases are better predicted by explicit research.

Most B2B products and services often consist of too little branding and too much rationalism, which is not the ideal soil for implicit associations to thrive on. For these B2B brands, traditional explicit marketing research is sufficient.

Implicit Associations are particularly helpful for fast moving consumer products and companies that hold dear to their brand identity.