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Implicit Research Methodologies

WHY IMPLICIT RESEARCH?



  • Conventional methods of market research utilizes ‘explicit’
    methods of research

  • Interviews and questionnaires are used to measure consumer
    response to products

UNDERSTANDING THE PSYCHE



  • ‘Consumers don’t say what they feel and they don’t do what
    they say’

  • Conventional marketing metrics capture only a small part of
    what consumers truly think and feel about your brand.

  • Explicit market research faces limitations when it comes to
    capturing the cause behind actual purchase decisions made
    by the consumers.

  • People rarely choose brands by conscious thinking as their
    choices are governed by unconscious associations.

LIMITATIONS IN EXPLICIT RESEARCH



  • Limits in their motivation. This could be motivation to
    answer honestly due to self-presentation concerns, or
    motivation to take the question as the researcher desires.

  • Limits in their opportunity. For example, an explicit
    measurement tool may not allow respondents to express
    their true degree of feeling about an evaluated item.

  • Limits in their ability. For instance, to articulate their
    thinking or feeling into a reported response.

  • Limits in their awareness. Respondents may not be
    consciously aware of their attitudes or drivers of their
    behavior.

IMPLICIT RESEARCH - THE INDIRECT WAY



  • Implicit market research is a set of research methods which are
    not direct, deliberate, controlled or intentional self-assessment.

  • Implicit market research combines behavioral science and
    business to give us advanced quantitative and qualitative tools
    to dig deeper into the psyche of the consumers.

  • Many market research companies are aware of the ‘can’t
    say/won’t say’
    issues in explicit research methods.

  • This is where implicit research methods helps in understanding
    the consumers better, as do not rely solely on what consumers
    are able and willing to self-report.

AWARENESS THROUGH UNAWARENESS



  • In the field of experimental psychology ‘Implicit’ testing
    methods have been developed for measuring attitudes
    and cognitions.

  • In the same way implicit measures are also useful in
    interpreting consumer attitudes towards products.

  • Depending on the research method, participants may be
    unaware of what is being tested, unaware of the actual
    attitudes or cognitions being measured, or unable to
    control outcomes.

  • Implicit measures may be valuable in assessing
    spontaneous or automatic attitudes towards stimuli.

  • Implicit measures possess particular predictive value in
    areas focused on spontaneous behavior.

TECHNIQUES OF IMPLICIT RESEARCH



  • Eye Tracking
  • Mobile Analytics
  • Voice Analysis
  • Face Analysis
  • Digital Tracking
  • Automated Audience Measurement
  • Neuroscience

EYE TRACKING



  • Eye tracking has become an extremely powerful tool in
    market research. Knowing what people see and - more
    important - what they miss is the key to an effective marketing
    campaign which turns people into buyers. Eye tracking allows
    us to stop guessing and use the unique features to get proof
    into people’s attention and behaviour. Eye tracking solutions
    are used in a wide variety of different research fields - from
    commercial usability and market research studies to
    scientific psychology and vision research. MRSS India offers
    remote and wearable tracking solutions. For remote tests,
    Eye Tribe is used to track the gaze and outputs on all
    eye tracking metrics.

MOBILE ANALYTICS



  • If you have a mobile app and are not sure of how it is being
    used, Mobile Analytics will tell you! Mobile Analytics software
    monitors system level behaviour passively on IOS and Android devices.
    • What apps are used?
    • How long are they used?
    • Where are they used?

  • This tool helps one make data-driven decisions about mobile
    strategy, tactics, and products. This is the Robust way to assess
    the frequency and usage of various applications on a
    respondent’s phone without reading personal and
    confidential information.

VOICE ANALYSIS



  • Mathematical models translate subtle cues in speech features
    (e.g. pitch, talk time, entropy, harmonics) into meaningful
    patterns (e.g. speaker’s consistency in tone, level of engagement
    or distress in the conversation) to infer psychological state.

  • Voice analysis software is used to detect specific patterns in
    vocal recordings in real-time.

  • Ability to uniquely measure vocal engagement without
    relying on content analysis.

FACE ANALYSIS



  • Face analysis software provides with reliable answers about
    how consumers and users react spontaneously to products,
    brands and content, by monitoring their facial expressions
    and how they react to different stimuli, and by tracking
    where they look at.

  • Face analysis software combines emotion recognition,
    demographics and eye tracking technologies in one solution.

  • This software tracks tiny movements of facial muscles and
    translate them into universal facial expressions like happiness,
    surprise, sadness, anger and more.

DIGITAL TRACKING



  • A software is developed that offers passive tracking programs,
    which helps in observing online behaviour in a non-staged environment.

  • This software is installed on different personal devices used by participants.

  • They only track people who have given their explicit consent
    and they offer anonymity to the participants.

  • They track what websites the participants visit, apps they use,
    ads they see and also search terms they enter.

  • With the combination of online behaviour and background
    information that participants share, it develops insights using
    this behaviour data.

AUTOMATED AUDIENCE MEASUREMENT



  • It is a process of measuring how many and who are there in
    the audience.

  • It offers an audience measurement solution which uses
    simple video sensor to count actual viewers and overall
    opportunities to see (OTS).

  • It measures attention times and dwell times and estimates
    the gender and age distributions of audience.

  • A set of metrics is made available in real time with
    simultaneous uploading to an online datamining application.

  • It’s solutions are available as software or as an all in one
    device which measures the strength and impact of media.

  • These set of solutions can be deployed in retail stores, malls,
    agencies, boutiques, transportation hubs, restaurants and
    even museums.

NEUROSCIENCE



  • Neuroscience is the scientific study of the nervous system.
    It is an interdisciplinary science that collaborates with other
    fields such as chemistry,cognitive science, computer science, engineering, linguistics, mathematics, medicine (including neurology), genetics, and allied disciplines including philosophy ,physics, and psychology.

  • In choosing neuroscience-based techniques, it’s useful to ask
    the following questions:
    • Does the approach tell us something meaningful about
      brands or marketing?
    • Does it tell us something we don’t already know, and
      enough to justify its cost?
    • Is it practical and scalable?

NEUROMARKETING

  • Neuromarketing is the use of brain-imaging technology to measure subconscious responses to a variety of media,
    including advertising, packaging, branding, television, and more. Companies around the world use neuromarketing to
    enhance their consumer research with insights beyond those gained by traditional methods.

  • Neuroscientists estimate that up to 90% of all human decision making occurs at a subconscious level. That means that
    people are mostly unaware of what drives their own behavior. What’s more, they find it especially difficult to
    communicate their inner thoughts and feelings through traditional focus groups and surveys.

  • Neuromarketing allows you to measure consumers’ immediate, subconscious responses to stimuli without asking a
    single question. Participants simply wear state-of- the-art EEG headsets that measure the brain’s response to the
    given stimuli.

  • The EEG devices record brainwaves across the cortex, taking in data points at a rate of 2,000 times per second. This
    award-winning EEG system is incredibly easy to use and sits comfortably on participants’ heads. Within 24 hours of
    completing a study you can find all results on NeuroSpire’s interactive online dashboard.

EMOTIONAL ANALYSIS



  • This technology allows research companies to recognize and analyze emotions evoked by different kinds of stimulus like TV
    and Internet commercials, outdoor and indoor adverts or simply
    music and video clips. This contributes to better understanding
    of what people feel towards different stimulus and at the same
    time it can change the way of how we think about impartial measuring emotions.

  • Emotional Analysis is a USER-FRIENDLY SYSTEM AVAILABLE IN
    THE CLOUD, it measures emotional reactions to your
    commercial. Its benefits are that it predicts the effectiveness of video advertising and increases the sales conversion.

SOCIAL COMMERCE



  • It is a web based software which delivers complete digital
    front-end across all devices, at scale. Clients (websites)
    online customer interactions beginning discovery to
    purchasing, engagement and support are all delivered,
    monitored and incentivised from this software. This removes
    the barriers to effectively doing business online and allows
    you to maximize our online revenues.

    Few descriptors:-
    • Big Data of Social Media
    • Big Audience Insights
    • LCD and HCF of Audience Chemistry
    • Algebra of Audience Biology
    • Fingerprint your Audience

  • Basically to sum this up, social media does not sleep, your
    company cannot be caught napping, and this software
    allows you to be alert while you are away
 
 
 
             
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