Conquest Launches Avatar-based 'Consumer Truth' Tool

UK brand research specialist Conquest has launched an avatar-based tool called Implicix, which it claims 'unlocks the truth' about consumers' feelings and 'predicts the authentic drivers of behaviour'.

The Hammersmith-based firm offers a range of brand tracking, NPD, communications testing, retail, product and packaging research, using quant and qual methods, and an existing avatar-based online tool, Metaphorix, taps into 'the power of the metaphor' to access consumers' unexpressed thoughts.

Implicix uses the same animations as Metaphorix, presenting the respondent with a series of visual metaphors to engage with, and enable views to be expressed intuitively without the need to search for the vocabulary to 'translate' them.

Conquest says the tool combines the 'newest scientific breakthroughs' in semiotic theory, cognitive linguistics and behavioural economics to bypass the need for verbal questioning, and expose hidden and overlooked associations.

Web site: www.conquestuk.com .