Market researchers are currently embracing research methods that explore the subconscious depths of the customer’s mind. Consumers have only limited access to their own thoughts and preferences. Traditional research gathers nothing more than a sliver of all available market insights. Methods such as the Implicit Association Test (IAT), Affective Priming Task (APT) and the Go/no-go Association Test (GNAT) allow you to go deeper by measuring the strength of mental associations.

An implicit association guide to successful packaging design

Walking through the supermarket aisles, consumers require a mere split-second to form a judgment about a product.

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Some choices just feel right, without us truly knowing why.

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