Traditional research methods require people to openly and consciously report on their experiences and thoughts, but behaviour is largely driven by implicit factors. A new set of tools is needed to understand unconscious processes.
Electroencephalography EEG is an advanced methodology which analyses electrical brain activity. The data obtained can reveal the level of cognitive engagement of consumers towards brands and creative.
Implicit Association Testing gives us the ability to recognise people’s unconscious connection towards a brand or topic and is crucial in understanding decision making processes. Participants responses reveal the strength of subconscious associations.
Eye tracking technology is used to measure attention – what attracts and confuses us, what we pay attention to and what we simply ignore.
High performance sensors provide information about the movement and direction of the eyes and algorithms interpret gaze; determining the focus of our attention and helping to form a picture of our visual journey.
Brand conversations are happening and being captured in many places. Discourse analysis uses optimised code to scrape large amounts of data from social, news, forums and review websites.
Our data architecture allows us to process these complex data sets and use natural language processing toolkits to understand the topics in these conversations and the human emotions associated with them.
Biometrics measure subconscious signals from the body to reveal people’s physiological and emotional reactions to a stimulus – e.g. a brand logo or creative.
Sensors are used to measure and record changes in physical characteristics. Facial Expression Analysis tools use complex algorithms to layer, translate and categorise these into human emotions.
Galvanic Skin Response (GSR) devices measure skin conductivity to determine the intensity of emotions experienced, by detecting tiny changes in the level of sweat produced in response to a stimulus.
These qualitative methods use a combination of observational and interviewing techniques to collect data about participants in context.
Observed-ethnography provides a real-world way of looking at a problem or opportunity by applying social and cultural understanding to the topic. Auto-ethnography gets people to record and detail their personal experiences.
Flow is used to assess shopper journey from a first person perspective to evaluate product positioning, discoverability, standout and overall likelihood to purchase.