InsightsNow Patents 'Implicit/Explicit Test'

In the US, behavioral research and strategy firm InsightsNow has been awarded a patent for its Implicit/Explicit Test, which assesses consumer responses to messages or experiences and categorizes them as system 1 or system 2.

InsightsNow was founded in 2003 and is headquartered in Oregon. The firm helps clients with their strategies for marketing, branding and product development using a combination of custom, collaborative solutions and proprietary behavioral frameworks

With the new approach, the firm aims to overcome the 'limitations and complexities' of 'traditional' neuromarketing approaches and help marketers make faster, better informed decisions on product development and marketing strategy. Implicit tests to understand subconscious associations can be difficult to scale to an adequate sample, according to InsightsNow. The new test calibrates reaction times to distinguish between fast / implicit and slow / explicit modes of thinking, and probes into respondents' explicit rationalizations of their implicit reactions for a deeper understanding. The company says uses go beyond product testing and include message and claim evaluation, concept comparison and brand analysis.

'It's widely accepted that human behavior depends on the mode of thinking - fast or slow - used in the context of an experience' explains CEO Dave Lundahl (pictured). 'But until now there has been no reliable way within survey-based research to know which mode a consumer is using. The Implicit/Explicit Test represents a paradigm shift in consumer research, offering a comprehensive approach to understanding human behavior'.

Web site: www.insightsnow.com .