Doctor, Doctor, I’ve Been Dabbling in Non-Conscious Measurement: 5 practical tips on incorporating non-conscious measurement in #MR

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.

Doctor, Doctor, I've Been Dabbling in Non-Conscious Measurement: 5 practical tips on incorporating non-conscious measurement in #MR

Dipesh Mistry, Chris Warren

Introduction

Old and repetitive, two words that have extremely negative connotations. New and innovative, meanwhile evoke positive, exciting emotions. Market research, much like many other industries, has been fascinated with innovation for years but perhaps no more so than now. Much of what is being done in market research now is trying to become just that, innovative and exciting by using new and innovative techniques to dig deeper into the customer psyche. One of the newer and more innovative...

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