Of Mice and Men: Revealing the Unconscious with the MouseTracker: Using novel research software to understand physicians’ implicit attitudes towards antibiotic treatment

George Cox, Daniel Rayner, Genevieve Hall, Jon Osborne and Vivek Banerji

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

Introduction

Marketers are faced with ever increasing complexity due to advances in technology, proliferation of channels, higher levels of competition, and a fast-changing retail environment. Differentiating a brand is difficult. The role of insight is shifting from providing a basic understanding about customers and the market towards discovering something subtler and more elusive. Insights need to be a true source of competitive advantage, and a basis for differentiation. Recently, the customer insights industry has witnessed a number of innovations, including the advent of "non-conscious" methods, the application of machine learning to analyse data, and the possibility of social listening to...

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